END HUNGER CUT-A-THON

Partnering with several non-profits, Redken launched a year long charity campaign to help end hunger in America. This partnership was branded to help promote awareness and give a unified front to this noble cause. Being a national effort, Redken called upon hairdressers to place coin jars in their salons, donate their time and host cut-a-thons where all money raised was donated to the charity.

The “brand” that was created starts with the scissor logo with fork and spoon as handles. This icon directly relates to a stylists efforts helping give those less fortunate food to eat. The icon set in black on a yellow/orange field created instant awareness and became a very memorable image to all of those who participated and benefited from the results. This design along with its message was translated into national advertisements, media kits, web-sites and awareness pins. The main event was a one day cut-a-thon hosted by Redken at its 5th Avenue educational facility. Seventy-five stylists donated their time and 350+ people received hair cuts and styling. The event was televised on local news networks and generated $12,000.

next project