GLAZE
GlaziPlex Launch
Glaze is a challenger haircare brand with a sharp point of view - accessible, science-led, and unapologetically results-focused. In 2023, the brand expanded into the care category with GlaziPlex, a clinically proven bond repair treatment powered by proprietary Quadbond Technology, targeting all four types of hair damage simultaneously: heat, colour, chemical treatments and styling.
It was an ambitious product entering a crowded, technically complex category. My brief, working closely with the Chief Brand Officer, was to build the creative identity of the launch from the ground up - giving GlaziPlex a distinct visual world that could carry both the science and the personality of the Glaze brand.
I led the project end-to-end: developing the franchise logo, iconography and graphic elements before applying them across primary and secondary packaging. From there the work expanded into a full launch campaign - CGI concept and production to visualise the Quadbond Technology, still life and video art direction, model photography, press release design, newsletter template development, and cross-channel asset rollout across D2C, social and retail partners.
BRANDING • PACKAGING DESIGN • CREATIVE DIRECTION & CONCEPT • ART DIRECTION •
GLAZE
Glaze is a challenger haircare brand with a sharp point of view - accessible, science-led, and unapologetically results-focused. In 2023, the brand expanded into the care category with GlaziPlex, a clinically proven bond repair treatment powered by proprietary Quadbond Technology, targeting all four types of hair damage simultaneously: heat, colour, chemical treatments and styling.
It was an ambitious product entering a crowded, technically complex category. My brief, working closely with the Chief Brand Officer, was to build the creative identity of the launch from the ground up - giving GlaziPlex a distinct visual world that could carry both the science and the personality of the Glaze brand.
I led the project end-to-end: developing the franchise logo, iconography and graphic elements before applying them across primary and secondary packaging. From there the work expanded into a full launch campaign - CGI concept and production to visualise the Quadbond Technology, still life and video art direction, model photography, press release design, newsletter template development, and cross-channel asset rollout across D2C, social and retail partners.
GlaziPlex Launch
“Powered by Quadbond Technology, Glaziplex repairs all 4 types of damage from heat, colour, chemical treatments and styling for hair so strong and shiny it looks like new. “
CREDITS
Still Life Photography & Videography: Dennis & Harry Pedersen
CGI: George Pedersen
Model Photography: James Rudland
“Powered by Quadbond Technology, Glaziplex repairs all 4 types of damage from heat, colour, chemical treatments and styling for hair so strong and shiny it looks like new. “
CREDITS
Still Life Photography & Videography: Dennis & Harry Pedersen
CGI: George Pedersen
Model Photography: James Rudland
BRANDING • PACKAGING DESIGN • CREATIVE DIRECTION & CONCEPT • ART DIRECTION •
PACKAGING DESIGN
The brief began at brand level - developing the GlaziPlex franchise logo, iconography and graphic elements that would define the product's visual identity before a single asset was shot. Once the system was established, I applied it across primary and secondary packaging artwork, creating a coherent and ownable look for the launch.
CGI CONCEPT
The science behind GlaziPlex was genuinely distinctive - Quadbond Technology working at the deepest level of the hair strand to repair four types of damage simultaneously. Working alongside the Chief Brand Officer and Scientific Director, I developed the creative concept with a CGI artist to bring that story to life visually: footage designed to be educational in substance and campaign-quality in feel.
ART DIRECTION
Alongside the CGI production, I concepted and art directed the full suite of still life, video and model imagery for the launch - developing the creative brief and seeing production through end-to-end, with model photography focused on the before and after results of the formula.
PRESS RELEASE
Using still life and model imagery captured for the campaign, I designed a printed press release distributed to press and influencers alongside a full-size GlaziPlex product - a physical touchpoint designed to make the launch feel as considered in hand as it did on screen.
CROSS-CHANNEL ASSET DEVELOPMENT
With the campaign creative signed off, my team adapted and rolled out assets across all specifications - D2C, social channels and retail partners - ensuring the launch landed consistently across every touchpoint.
NEWSLETTER DESIGN
Earlier in the year I developed a comprehensive new suite of newsletter templates for the brand - covering educational, editorial and new product launch modules. Those templates became the foundation for the GlaziPlex launch communications, deployed with GIFs, infographics, before and afters, and reviews.