What's your shade? | Identity Campaign

What's your shade?™

A campaign to raise awareness for Dumb Blondes. Our slogan, "what's your shade?" addresses both sides to the problem. To the haters: why are you throwing shade at blondes? And to the real blondes out there: you're more than a dumb blonde, so what's your shade?

Read the Story

Poster

The poster design was one of my favorite to design. I used the layering of the slogan and our hashtag as the frame for the photo.

Social Media Campaign

The social media campaign was moving force behind building awareness. I hoped for users to interact with out #_____blonde hashtag and share their unique story and include #creativeblonde or whatever they identify as.

Merchendise

This is one of the many products What's your shade created. The hair line was essential, obviously, so we wanted to add other products that promoted awareness for the issue. In addition to these products we developed our own low-cal spiked seltzer, tote bags, t-shirts, hoodies and sweat-pant sets and so much more.

Website

The website was built to provide context to the campaign and allow users to see the history behind the "Dumb Blonde" stereotype.