Refinery29’s Unbothered and Target / Creative Director / 2021
WINNER: DIGIDAY’S “BEST VIRTUAL EVENT,” 2021
2021 marked the premiere of Unbothered’s Wash Day, an annual virtual retreat to tend to the beauty and mental health needs of Black women sponsored by Target. A roster of hair-care influencers, mental health experts and public figures hosted a series of virtual sessions, blending hair routines and tutorials with timely social topics. We brought our audience into the fold with capped capacities, at-home kits, follow-along prompts and plenty of live interaction. The visual identity of the program was conceived of as “a love letter to the salon,” drawing inspiration from beauty and culture magazines from the 70s and 90s. Bold fonts and colorful textured patterns created a visual throughline from our custom event page, to social media, to the events themselves and to our custom gift boxes sent to select attendees and talent.