O’Douds
Role: Creative Manager & Lead Designer packaging design - art direction - photography - email design - social media design
Challenge
O’Douds is an organic hair and skin care brand operating in Houston, Texas. I was responsible for the design, print production, and marketing strategy for new product launches into the hair and skin care market. I art directed video and photoshoots, designed digital assets for various channels including social media, Shopify, web, and email, and designed various print materials including merchandise, product labels, and product boxes. Overall, the defining challenge was to build integrity into the brand’s packaging, photography, and design touch-points so that it could progress beyond it’s startup roots and into it’s rightful place in the hair and skin care market. If you want to learn more about my role as Creative Manager & Lead Designer, please refer to my resume. All photos and videos in the gallery below were taken and art directed by me with the exception of one’s featuring a phone or laptop.
Process
My time at O’Douds included many research opportunities. I explored the ins and outs of the O’Douds lab, where all the products are made in house. I spent time alongside founder, Clayton Douds (they/them), watching them create products from scratch. I lead brand discovery exercises where my team and I dissected the brand, asked hard questions, and were able to gain an understanding of what we and our customers value. Alongside the Marketing Manager, I wrote a monthly editorial that explored themes to guide us aesthetically. I made it a daily practice to research our competitors, build out mood-boards, and collaborate with all members of the team in order to further understand the scope of the product and the brand. This daily practice allowed me to take on a more holistic view of the brand beyond marketing and design, shifting the focus on the business, the customers we served, and the values of the product that they loved.
Art Direction: me
Editing: me
DP:@derekfilms
Gaffer: @duncanjohnsondop
BTS: @aryngonzalez01
Model: @simonpark__