DevaCurl

Branding
Content Strategy
Creative + Art Direction
UX/UI Design

DevaCurl: Digital Design and Ecommerce for the Curl Community

DevaCurl, a pioneer in curl care, needed to evolve. The textured hair care market was growing at a rapid rate, outpacing the broader industry, but the brand's identity no longer reflected the full spectrum of curl patterns it served. The Goal: refresh the brand and build an ecommerce platform that celebrates every curl type.

The Approach: We started with discovery—facilitating workshops with leadership and salon immersions that revealed a clear insight, this audience seeks expertise and representation—not just products. We built a comprehensive brand guide defining visual identity and messaging for authentic representation across all touchpoints.

We designed a personalized curl quiz to guide product discovery, crafted ingredient storytelling that educates, and built UX flows that empower rather than overwhelm.

The Impact: By putting the curl community at the center of every design decision, we helped DevaCurl reclaim its position as a brand that truly sees its customers. The work proves that when creative strategy aligns with cultural truth, you build more than a website—you build belonging.