Amika

Refining and elevating a Brooklyn–rooted mainstay for a global audience.

All Hair is Welcome. Amika is salon–raised haircare that's rooted in results for all. We embedded with the Amika team to execute a global brand audit and refinement at key growth inflection point for the Brooklyn–based brand.

Our approach acted as an evolution and redefinition, rather than radical reinvention—shedding what was no longer serving Amika’s system and building new rationale and design tools in it’s place. This meant evolved content systems and strategies for global implementation across all touchpoints, as well as refined key brand codes including: typography suite and hierarchy, layout frameworks across digital and print, and art direction for campaign, evergreen, and influencer.