Hair By Susy
Overview
001
Ongoing
2025 — 2026
A visual world for a celebrity hair brand, built to travel from city to city.
Hair By Susy is a celebrity hair brand led by Susy Oludele, whose work has been worn by some of the biggest names in music and film. In 2026 the brand took its work on a world tour, with stops across North America, Europe, Africa, Asia and South America.
My role was to give the brand's merchandise and the tour a visual world strong enough to travel from city to city. It starts with the Culture Collection totes and carries into the World Tour campaign, built around one idea: the braid as a crown. Every piece puts a Black woman and her hair at the centre.
Process
How it was made
and why
Before the work, the thinking.
Before drawing the Susy World Tour tote, I built one board to find the style. Phase 1 of the visual concept starts with a single keyword: The Symbol.
My note on the board: strong condensed fonts, powerful and modern. “The Symbol” should feel like a strong emblem that works at large scale on a tote bag.
Everything else on the board branches from that idea.
The idea
The braid as a crown. Every piece puts a Black woman and her hair at the centre, from the Culture Collection totes to the World Tour posters on subway walls.
“Art you carry, not a promotional item.”
Selected documentation
Visual study
Project record
Roles
- Creative Direction
- Campaign Design
- Poster Design
- Merchandise Design
- Brand Strategy
Full project
See it in the portfolio PDF
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