AVEDA TREND BOOKS
CHALLENGE
Aveda's global professional training program approaches the seasonal trends with style and vigor. Every six months a new book is produced to relay the latest looks and moods to every salon in their global network. The task is always to stay on the edge of fashion and design, while providing the technical training on how to achieve the elevated seasonal looks.
PROCESS
The chance to work with Aveda professional styling team as well as photographers Daniel Jackson and Martin Liddel provided a great opportunity. We directed and produced seasonal trend books in New York and Berlin for 5 consecutive years. Collaborating with the photographer and stylists allows me to best represent their work through art directing the photo shoot as well as designing and producing the printed and online collateral.
OUTCOME
Aveda continues to be the most respected education and salon training network in the world, relying on modern interpretations of the classic art and craft of hair styling. These trend books reinforce Aveda as the leader in this space.
