Deva Curl
Role: Chief Creative Officer — Brand Strategy, Creative Direction, Digital Platform
Company: thelab
Rebranding a global leader in curly hair care
DevaCurl is a pioneer in curly hair care, with a global community of customers, stylists, and educators dedicated to helping people embrace their natural texture. As the brand continued to grow, they needed a clearer identity and a digital platform that could support both their professional and consumer audiences worldwide.
As Chief Creative Officer, I led strategic workshops with DevaCurl’s executive team and oversaw the creative direction for the rebrand and digital platform. ogether, we reshaped the brand around a simple benefit: DevaCurl empowers you to own your curls, so you can feel curl confident every day.
The work included a refreshed brand system, tone of voice, and a flexible global website designed to support inspiration, education, and e-commerce across multiple markets.
A series of workshops with the DevaCurl leadership team lead to the development of a new brand system that celebrated curl diversity and the people behind the movement. The identity introduced an updated visual language, expressive color and typography, and photography guidelines reflecting a wide range of hair textures, personalities, and styles.
We the designed and built a flexible global website that balanced storytelling, education, and product discovery for both customers and Devachan salon stylists. Editorial content, how-to guides, stylist insights, and e-commerce features helped bring the DevaCurl community to life across markets.
