We did thorough research in the competitive landscape to see where VS Sassoon stood out, what worked and what didn’t work and – most importantly – where the opportunity for improvement lied. Based on the refreshed brand traits, the strategist in our team created a brand manifesto. It was my role to give manifesto a face. The three keywords, emotive, inspiring, confident, that came out of the manifesto worked as an excellent guide for me to come up with a unique but relevant concept for the re-brand.