On a long term contract for The Ales Group Chana Goodman was able to lead design for their various brands - Phyto, Phyto Specific, Leirac, and Subtil. She designed marketing merchandise, invites, booklets , brochures, posters, flyers, social media imagery and more. Her brand vision refocussed their French product lines for the American market and helped to launch the new American brands of H’uille Subtil, H’uille Soyuese and Phytoplage. Being a French speaker and having spent ample time in France and Europe at large, her ability to hone their brand language and translate their foreign perspective for the American market was highly affective. This heavily influenced their over all brand style, setting them up for success in the New York and U.S. markets.

THE ASK:

At Ales Chana would be asked to create and design various ongoing marketing materials, a monthly booklet to be distributed to various national salons, posters, e-blasts, and merchandising projects and campaigns. They all needed to be in line with the matching brand guidelines and turned out in a weekly and often daily timeline. Chana handled various salon owners and managers as clients, and collaborated with the creative and marketing teams to ensure timely turnarounds and quality deliverables.

BOOKLET DESIGN - VARIOUS BRANDS - CONCEPT DEV, RETOUCHING, TYPESETTING, BRANDING

3D MERCH DESIGN - FOR PHYTOPHANERE

THE PROCESS:

Collaborating with 3 or more departments under Ales, where hierarchical structures were loose, projects were often rushed, and unfocussed. Chana created sure fire time management and communication methods. She learned the benefit of a can-do attitude, highly organized project management and considerate communication.

MERCH DESIGN AND CONCEPT DEVELOPMENT - FOR H’UILLE SUPREME PROMOTIONAL EVENT - INCLUDING ORIGINAL ‘HAIRSTYLES’ ILLUSTRATIONS FOR STYLE CARDS, E MARKETING, AND MAILING CAMPAIGNS.

THE OUTCOME:

Chana contributed to the launching of 2 new brand products that were nationally distributed. She supported long standing products with consistently high quality and original design which brought a fresh perspective to more mature products. Her illustrations considerably decreased the budget costs forgoing the need for Ales to purchase photography or graphic rights. Also her sensitivity to brand language, creating copy and translations for tag lines, significantly increased brand relatability.

THE ASK:

To collaborate with the Subtil marketing team to redesign and update the Subtil Training Manual.

COVER DESIGN FOR MANUAL - FOR SUBTIL, DIGITAL DIGITAL ILLUSTRATION

MANUAL REDESIGN - TYPESETTING, RETOUCHING, PAGE LAYOUT, IMAGE SOURCING, COLOR CORRECTION

MANUAL REDESIGN & MERCH DESIGN - TYPESETTING, RETOUCHING, PAGE LAYOUT, IMAGE SOURCING, COLOR CORRECTION

THE ASK :

Re-branding the older French styling of PHYTOPLAGE to attract a younger consumer for its premier launch in the U.S. markets. Chana worked closely with their marketing team to finalize their U.s. campaign.

OLD BRANDING OF PHYTOPLAGE DESIGNED BY PHYTO’S FRENCH DESIGN TEAM

REBRAND & GIFT PACKAGING DESIGN - FOR PHYTOPLAGE, RETOUCHING AND TYPESETTING

REBRAND & BOOKLET DESIGN , FLYER DESIGN - FOR PHYTOPLAGE, RETOUCHING, TYPESETTING, CONCEPT DEV, LOGO DEV, TEXT LOCK-UPS

BOOKLET DESIGN (interior pages) - FOR PHYTOPLAGE, RETOUCHING, TYPESETTING, CONCEPT DEV, LOGO DEV, TEXT LOCK-UPS

THE OUTCOME :

The new protective sun oil bottle design was used to inspire the new look of the brand. the bright pink and orange color combination and the white and clean background created an energetic youthful feel. The sharpie marker font created a casual and fun beach appeal

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