Campaign Creative and Ecommerce Design for IGK
Company
IGK
Industry
Beauty & Personal Care
Scope of work
Ad Creatives
Leadership
Project Management
Art Direction
Web Design
Project Overview
IGK Hair is a stylist-founded haircare and color brand bringing salon-quality results into everyday routines. As one of the brands in Modern.ai’s client portfolio, IGK required ongoing creative support across paid advertising and its ecommerce experience.
My role
As Design Lead for IGK’s static ad campaigns, I managed a team of six designers while remaining hands-on with design. I collaborated with strategists to align campaign goals and briefs, managed production across campaigns, and guided work through quality checks, revisions, and final approval. Alongside designing ads myself, I was responsible for product detail page imagery, designed landing pages, and optimized selected product pages to create a more consistent experience from ad to purchase.
Creative that supported more efficient customer acquisition
My work across campaign creative and website design contributed to Modern.ai’s broader growth partnership with IGK. The partnership reported more than 668,000 new customers, a 78.5% reduction in cost per acquisition, and a blended return on ad spend of 2.18. Within that collective effort, my focus was on making product benefits clearer, strengthening the connection between advertising and the shopping experience, and maintaining design quality across ongoing production.
Making product benefits easy to understand
Product-focused ads translated IGK’s formulas and features into clear reasons to buy. I designed and art directed creatives that paired prominent product imagery with concise messaging, helping audiences quickly understand what each product offered and how it could fit into their routine. The goal was to make the value easy to grasp at a glance while preserving IGK’s distinctive brand personality.
Showing the transformation
Before-and-after creatives made visible results the focus of the message. I designed and guided layouts that gave transformation imagery room to speak, supported by clear product identification and concise copy. These ads helped connect a hair concern with a tangible outcome, making the product’s value more immediate and easier for potential customers to understand.
Product page images
I led the production of product detail page images that brought key information into the visual shopping experience. The imagery combined product presentation with benefit-led messaging, helping customers understand what they were considering without relying entirely on page copy. Across the assets, the focus was on readability, consistency, and a clear balance between IGK’s brand expression and practical product information.
Helping shoppers find their perfect shade
I designed the Hair Color collection page to make IGK’s 33 permanent shades easier to explore through clear color categories and prominent access to the Shade Finder. The page helped shoppers understand which options suited their hair and goals, whether they wanted gray coverage, a root touch-up, or a new color. Professional shade-selection tips, supporting product results, and a free virtual consultation offered guidance, helping customers move from browsing to choosing a shade with greater confidence.
Building confidence in coloring hair at home
This landing page targeted older women considering at-home hair color, with particular emphasis on gray coverage, ease of application, and hair condition. I structured the page around the questions that could influence their decision: Will it cover my grays? Will my hair feel healthy? Can I apply it myself? Product benefits, supporting results, customer videos, application steps, and a comparison with other options helped address those concerns. Shade selection and purchase sections brought the information and buying journey together on one page.
From choosing a shade to adding it to the cart
I optimized the Permanent Color product page to help shoppers confirm their shade, understand the kit, and feel ready to purchase. The opening section brought product imagery, color swatches, reviews, and purchase options together. Further down, application instructions, customer videos, ingredients, gray-root guidance, and FAQs provided more detailed reassurance. The page connected practical product education with customer experiences, supporting both first-time buyers and shoppers looking to maintain their color at home.
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