Virtue Kinks & Curls
VISUAL BRAND IDENTITY
CREATIVE DIRECTION + ART DIRECTION
WEBSITE DESIGN + DIGITAL DESIGN
CAMPAIGN DESIGN + PHOTOGRAPHY
Virtue Kinks & Curls is a beauty brand dedicated to celebrating the richness, versatility, and individuality of textured hair. Our agency partnered with the brand on a full-scope creative engagement, providing creative and art direction, photography, visual brand identity, e-commerce website design, and digital assets. The vision was to create a bold yet refined visual world that honors kinky and curly hair as both art and crown, with every touchpoint intentionally designed to feel elevated, affirming, and deeply representative of the women it serves.
.png)
CAMPAIGN DESIGN
At the heart of this project was Hues of Her, a visual campaign centered on the beauty of sisterhood and self-expression through hair.
We creatively directed and produced a photoshoot that highlighted multiple women, each embodying her own bold hue, texture, and hairstyle. Rather than presenting hair as a single standard, the campaign celebrated contrast — different colors, curl patterns, and personalities existing beautifully side by side.
Through intentional styling, pose direction, lighting, and composition, Hues of Her became a visual narrative about individuality within community — showing how hair can be both deeply personal and powerfully collective.
VISUAL BRAND IDENTITY DESIGN
REGAL, FEMININE, & UNAPOLOGETICALLY BOLD
The visual identity for Virtue Kinks & Curls was designed to feel regal, feminine, and unapologetically bold. The logo typography features a curvy, sculptural typeface, inspired by the organic movement of kinky and curly hair. Its rounded forms evoke softness and femininity, while its weight and presence signal confidence, royalty, and strength.
The color palette pulls from rich jewel tones, chosen to reflect depth, luxury, and vibrancy. These hues reinforce the brand’s message: textured hair is precious, powerful, and worthy of celebration. Together, the typography and color system create a brand language that feels expressive, elevated, and timeless.
PRODUCT PHOTOGRAPHY
We captured clean, detailed product photography of each custom-colored bundle, highlighting texture, definition, and depth. The imagery features a subtle floating effect over a soft woodgrain surface, adding warmth and dimension while keeping the focus on the product.
HUES OF HER CAMPAIGN PHOTOSHOOT
Bold hues & curated hairstyles embodied by each woman, allowing her to be seen, celebrated, and represented authentically.
INTENTIONAL STORYTELLING
Social Media Digital Assets
To support the campaign launch and ongoing brand storytelling, we designed a suite of social media templates and digital assets for Virtue Kinks & Curls. These templates were built for versatility, allowing the brand to seamlessly roll out the Hues of Her campaign across platforms while maintaining visual consistency.
Each layout balanced bold typography, expressive imagery, and intentional spacing, making it easy to spotlight individual women, color stories, and hairstyles within the campaign. The result was a cohesive digital presence that extended the campaign beyond the photoshoot — transforming it into an immersive, ongoing visual narrative.
E-COMMERCE WEBSITE
We designed an intuitive, visually driven e-commerce site that showcases the products with clarity while supporting an effortless, user-friendly shopping experience.
_edited.png)
