Pattern
As a branding and marketing consultant, I was involved in both the creative and strategic aspects of helping Tracee and her team take her love of hair, into a global textured haircare brand.
My role focused on creative, brand strategy, naming & identity, product development, and the go-to-market strategy pitch for the brand’s launch at Ulta. I worked directly with Tracee, the Beach House Group’s head of marketing, and creative director to develop Pattern.
Pattern was a dream of Tracee’s that was decades in the making. Her hands-on collaboration was more than proof of it. We’d find ourselves in her trailer on the lot, working on getting the brand’s copy just right in between takes on the set of her hit show Blackish.
The end result is a brand that is a joyful reflection of Tracee’s vision of celebrating curly, coily and tight hair textures.
