Ushering in a new era of community for all curlkind

DevaCurl

Our Role:

Journey Mapping,
User Testing & Heat Mapping,
Analytics Configuration & Audits,
Brand Development,
Creative/Art Direction,
UX/UI Design,
Content Strategy & Creation,
Design systems,
Full Stack Engineering,
Accessibility Compliance

DevaCurl is dedicated to all things curly hair, from products and branded salons to education programs. We partnered closely with their executive team to redefine the identity of their family of brands while designing and building out a dynamic, flexible digital platform for their global audience of professional stylists and customers.

Bold, Beautiful, and
Rebranded

Through UX-led workshops and in-depth audits, we identified rich, meaningful insights that allowed the brand to center its story around its customers and emotional impact. We translated these insights into a refined brand book, tone of voice, design system.

“I stand with millions of women learning to love the hair we were born with, no matter the texture, length, or pattern.”

Camille C. Deva Curls Pattern

“I didn’t know my hair was wavy. I just thought I struggled with frizz and lack of shape.”

Sarah M. , Deva Waves Pattern

“Embracing my natural hair has allowed me to own my identity and self-confidence.”

Crystal B. , Deva Coils Pattern

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While our photography style made sure to include a broad range of hair, personality, and body types, we also designed a system of vibrant and modern brand elements to reflect the values and aspirations that motivate the community.

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Launching a digital platform to power DevaCurl globally

We also translated these insights into a site architecture that prioritized conversation, inspiration and community as well as products. Flexible templates, features, and UX patterns made it easy for DevaCurl’s diverse markets to stay in step with their unique culture, content, and style needs.

UX Design

UI Components

Development

During the eComm journey, fans are introduced to deep educational product pages that include how-to videos, stylist tips, pairing recommendations, FAQ insights, and subscription opportunities. Built-in platform flexibility allows each country to merchandise in its own way while adhering to regional commerce requirements across the US and Europe.