moroccanoil case study
Catalogue Design | Pamphlets | Posters | Website | Video 1 | Video 2
Internationally renowned hair and cosmetics brand, Moroccanoil, came to us requiring a complete
brand overhaul to compete with other high-end products. Through a minimalist logo, packaging
and tradeshow set-up, Moroccanoil established an industry-appropriate aesthetic, but there was
still much work to be done beyond that.
Two separate high definition videos were created to showcase the various elements and uses of
the full product line and captivate the viewer’s attention. Aside from typical storyboarding, shooting and post-production, this work included hiring of models, rental of a salon location, and
renting additional equipment as necessary. These videos were intended for salon usage, but are
now also serving as useful tools on YouTube as well as on their upcoming website. Additionally,
as new products are added to the line, new videos are being created.
A variety of print materials were needed, from brochures to large-scale posters to catalogues, all
of which were created in numerous (sometimes as many as 5 different) languages and
sometimes at different sizes and proportions, turning poster designs into magazine ads for
various publications. Most of these projects required initial creative conception, followed by
original photography, copywriting and translation services, as well as the actual graphic design
The Moroccanoil website (which is currently being completed) was only planned and designed
after a careful analysis of Moroccanoil’s direct competition as well as the industry leaders. This
research was used to establish which elements worked effectively or did not work in each
company’s case, and the content, informational structure and aesthetic design was essentially
compiled as a “best of” of other existing websites. The key to the site was making all of the
content reachable within as few clicks as possible since the cosmetics audience seldom takes the
time to delve deep within a site for information.