Objective
Waterless Haircare came to JUV with the goal of boosting brand awareness among Gen Z consumers. Our solution was to drive positive social impact relevant to the brand by tackling the issue of water scarcity on the Navajo Nation. Through the #H2OForNavajo initiative, Waterless Haircare raised awareness of water inequity in the Navajo Nation and empowered the Navajo Nation’s access to clean water through monetary support.
HOW DID WE DELIVER THE MESSAGE?
1. Interactive water usage calculator on mobile and desktop platforms
2. 4-minute animated explainer video
3. Influencer partnerships
Context
👩🏻‍💻 Role
Creative Director and UX + UI Designer
 ⚒️ Tools
Figma, Adobe Illustrator, Monday.com
⏰ Timeline
October 2020 - March 2021
🤝 Team
Leadership + Strategy: Clara Love, Sophia Kianni, Gretta Kissell, Shaina Zafar, Sandra Salvatierra, Ziad Ahmed, Amani AhmedÂ
Animation: Ronan A. Madden
Copy + Storyboarding: Anusha Wangnoo and Taryn EverdeenÂ
Illustration: Thomas Greyeyes, Jay Pan, Kassia KarrasÂ
Audio: Jade Castillo
Consulting: Robby Ackles, Megan Eng, Inaya Ahmed, Jazmine WildcatÂ
Responsibilities
My role as creative director involved the oversight of a team of 7 creatives in the production of the campaign video. I was also responsible for the UX and UI design of the water calculator.Â
• Map out user flow for interactive water calculator
• Design interface and illustrations for water calculator
• Prototype preliminary version of water calculator in Figma
• Curate the visual style of the campaign video, ensuring it is cohesive to the brand’s guidelines as well as the rest of the campaign’s design
• Guide the copywriting team in the storyboarding process
• Illustrate video frames
• Oversee and guide the animation process
• Collaborate with sound engineer during soundtrack production
• Serve as liaison between creative and strategy team
• Deliver weekly updates to client team
Interactive Water Calculator
Visitors to Waterless Haircare’s website were encouraged to measure their own water usage and spread awareness by sharing an infographic of their results.
I began the design process by first researching the factors and calculations involved in water usage, as well as collaborating with the strategy team at JUV to determine the best way to drive action and impact at the end of the user’s journey.
The user flow is as follows:
I designed the interface with the same flat, colorful style as used in the campaign video, to keep all creative materials from this campaign looking cohesive and on-brand. The calculator was developed in collaboration with MMI Agency’s in-house team.
Campaign Video
The 4-minute animated video that I had the pleasure of directing explains the Navajo Water Crisis as well as the contributions of Waterless Haircare.
Results
The #H2OForNavajo campaign succeeded in its goal of supporting the Navajo Nation and resonating with consumers. Check out our impact report below.
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