Herbal Essences

Global Experience Playbook

As Herbal Essences sought to expand beyond the hair care aisle, they tasked Arc Worldwide's Retail Design Group with defining environmental and experiential opportunities for the brand. We concepted new ways for Herbal Essences to show up in urban centers, unexpected popups, and retail spaces. As a brand that's devoted to "letting life in" through its sensorial, natural, and revitalizing product line, we developed a series of activations centered around the joy and whimsical exhilaration that their brand exudes—articulated through a “visual metaphor” of gliding through the air on a swing. The work we delivered explored a wide spectrum of ways to leverage this swing concept, from a branded "tree house" salon/café, pop up swing park, suspended bus stop, and a collection of retail displays. 

My role: ACD, Arc Worldwide | Retail Design Group – Guide creative toolkit and define new brand experiences. Lead all environmental design (wall graphics, navigation, marketing signage) alongside an interdisciplinary team of interior designers, architects & experience strategists. Advise on the development of 3D renderings to articulate creative intent, and influence elements of total brand experience (digital signage, materiality, lighting). Present work to all levels of agency & client Leadership, peers & collaborators.