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Global

Location
United States

Service
Design

Tag
Beauty & Personal Care

MADAM

Self-Made for a New Generation

What was the challenge?

It was an honour to partner with an exceptionally passionate team, and even the great-great-granddaughter of Madam C.J. Walker herself, in creating a brand that was as iconic as its legendary inspiration.

Madam C.J. Walker was the first female millionaire in the USA, and a pioneer in the beauty industry, as the first Black woman to build a textured haircare empire.

Our challenge was to define brand positioning and create a bold design for this new brand in the textured hair category that could speak to a new generation of Black Women and embrace their needs.

What was our thinking?

We wanted our work to inspire women to confidently define and celebrate their hair, style variety and their own identities; to encourage them to be exactly who they wanted to be, just as Madam C.J. Walker had done over 100 years before.

Out of a deep respect for Madam’s self-made legacy and for Black beauty, our process started by assembling a team of Black creatives to work on the project, right the way from brand strategist to interns.

What did we do?

For the launch of MADAM, we created a striking design that stood out and stood up. A brand to proudly encourage all Black Women to live life on their own terms.

Our partnership with the brand team included extensive category research, brand strategy and naming for the launch. Our creative covered brand assets, logo, packaging, direction for in-store and campaign activations and beyond.

Together with our clients we created a brand that, at every touchpoint, was as bold and purposeful as Madam herself.

What did we achieve?

Madam C.J. Walker would be proud of how her legacy inspired this wonderful new brand that empowers a large group of women, giving them the confidence to be who they want to be. We’re proud of that too.