Branding Supersoft for ITV2 -

Smoothly does it, a tasty branding job for Schwarzkopf to really get our teeth into..

Enlighten us..

The design team at Hatch were ecstatic when asked to brand the Schwarzkopf Training Academy in London’s W1 for ‘Coleen’s Real Woman’, an ITV2 show that challenged the image-obsessed society that we live in and searched for REAL women to put into high profile advertising and modelling jobs.

Initially, Hatch met with the Schwarzkopf head Marketing team at the academy to get a feel for the space, to discuss the brief, what the event was all about and what the client wanted to achieve from the branding campaign.

To be endorsed by Coleen Rooney and Lisa Snowdon, this new haircare range was to be showcased as large format artwork, to cover an entire wall along with signage for application to glass doors and lightboxes. The reception area and conference room were also to be fully branded.

Our mobile photography ‘studio’ – an invaluable service to many of our clients both past and present.

Lights, camera, action!

So, how to visually convey the delicious nature of this mouth-watering new range; with the rare capability to cover every discipline required to take a design job from initial sketch right through to top-drawer completion, Hatch began this project with a custom built photo shoot.

Employing our specialised mobile photography equipment; an anti-reflection cube to filter light, preventing shadows and glare; our ‘continuous light’ tungsten projectors and a top of the range Canon EOS 1D Camera, we were able to accurately shoot a variety of product compositions from individually ‘flavoured’ pairs right through to shots of the whole delectable range. Our fully networked equipment instantly fed the shots into the hands of our awaiting artwork-wizards.

Every speck of dust, imperfection on the packaging was meticulously digitally corrected, although shot in a controlled environment colour consistency between shots was also essential as they would likely be seen together in future marketing use. In a similarly meticulous way, the positioning of each separate product needed to be equally spaced and identically angled.

Upon final approval, all images were saved in both print and screen ready formats which were burned onto a DVD, fully branded with both contents inlay and front cover artworked to perfection, its purpose to serve as future marketing and sales collateral.

A silky, smooth result..

With the reception area and conference room fully branded, Hatch set the scene for this televised event. Our on-hand and one-stop-shop method of working really helped cut out costly

photographer’s expenses and the sometimes complicated and lengthy intervention of outside suppliers, enabling both the client to hit budget and Hatch to smoothly hit brief and deadline.

About the show..

Coleen faces her toughest challenge yet on her search for Real women. She has to find five different girls with five different hair types of hair for major hair product brand Schwarzkopf’s new range. She headed to Manchester for her open casting in search of the perfect hair and to help her street cast she enlists celebrity hairdresser Vernon. To help Coleen at the open

castings was top fashion producer Camilla Johnson Hill who has worked on campaigns from Gucci to Gap. The chosen five real women get made over by a professional team and then go head to head with the industries finest models to win the contract of a lifetime. Watch Lisa Snowdon get her summer waves with the Supersoft Smoothie from Schwarkopf below.