Sutra x Macy’s

A Limited Edition Hair Tool Collection designed for an exclusive holiday product campaign partnership with Macy’s.

Color Palette

Overview

SUTRA, known for its innovative hair tools and professional-grade hair care products, approached me to craft a limited-edition line for the 2024 holiday season.

The goal was to create a cohesive, high-impact campaign that resonated with the festive spirit while reinforcing SUTRA’s brand identity.

The Colorway

Collaborating closely with the product development team, I ensured the rose gold finish was both vibrant and durable, offering a high-gloss appearance that complemented the tool's sleek forms.

E-Commerce

Utilizing imagery from the photoshoot, I edited and produced product and lifestyle imagery for use across SUTRA’s online store, focusing on functionality, appeal, and holiday gifting potential.

Videography

I collaborated with photographers and videographers to define visual style and art direction, ensuring all creative assets reflected the brand’s premium positioning.

Working closely with our freelancers during post production, I oversaw the editing and approval process for the final deliverables.

Email Marketing

Digital Advertising

Developed creative assets for social media and web ads, balancing holiday warmth with a luxurious feel to drive conversions.

Packaging

I designed eye-catching packaging to stand out in retail and e-commerce spaces, incorporating shimmer and metallic elements while aligning with SUTRA’s modern aesthetic.

The rose gold tone was selected for its timeless appeal and versatility, bridging the gap between trendy and classic design.