www.paulmitchell.com

Overview

In the year 2023 Paul Mitchell launched an ambitious company wide rebranding campaign, rethinking what it meant to be the the #1 professional hairstyling brand in the world. This meant taking a hard look at brand tone, voice, logos, fonts, packaging, and more. As part of Paul Mitchell’s creative team, I led the UI design for a complete digital overhaul, reimagining the brand’s online presence to match a more modern, luxurious rebranding. The objective was to create a user-centric platform that served both professional stylists and everyday consumers, driving engagement, usability, and ultimately, revenue growth.

The Challenge

Paul Mitchell needed a website that reflected its elevated brand identity while improving user experience across multiple audiences. Existing frustrations, ranging from unclear navigation to friction in product discovery, were limiting both engagement and conversion.

My Role

I was responsible for leading the UI execution and creating marketing materials. This included:

• Collaborating with UX researchers and developers
• Crafting a new User Interface
• Creating responsive design systems
• Aligning typography, color, and imagery with new brand standards
• Designing emails, social, and print graphics to coincide with our redesign campaign

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Strategy & Process

Discovery & Research

We began with stakeholder interviews, customer surveys, and user testing. These insights led to detailed empathy maps and user personas that shaped every design decision.

UX & Architecture

Using journey mapping, we restructured the sitemap to support tailored pathways for two core user groups:

Professionals gained quicker access to backbar education, marketing resources, and product specs.

Consumers saw improved navigation, product filtering, and search functions.

UI Design

I developed a responsive, touch-friendly interface rooted in minimalism and clarity, consistent with Paul Mitchell’s modern salon aesthetic. Typography, color palettes, and brand voice were refined to build trust and guide users effortlessly through the experience.

Results

Performance Metrics:

Business Impact:

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Marketing Rollout

Following the website launch, we supported the rebrand with targeted email campaigns and cohesive social content. Emails introduced users to the new experience with tailored messaging for professionals and consumers. On social media, we rolled out branded visuals and short-form videos to showcase the refreshed look and improved user experience, reinforcing the brand’s modern identity across every touchpoint.

Conclusion

This project is a powerful example of how thoughtful UX strategy and elevated UI design can align business goals with user needs. By blending aesthetics with functionality, we transformed Paul Mitchell’s website into a modern, responsive platform that continues to deliver measurable impact, both in user satisfaction and revenue.