Traditional hair photography is necessarily trendy, but therefore quickly outdated. Because the iso product line emphasizes a timeless, more internally centered beauty, my partner and I decided to showcase the hair through underwater photography, beautifully shot by photographer Howard Schatz. Copy emphasizes the interplay of serious technological advancement with the magic of fashion and beauty.

 

The centerpiece was this glossy introductory tabletop booklet with a balance of poetic fashion copy and the technical story. Ultimately, we needed to show hair fashions to inspire stylists and their clients with the products' possibilities. This smaller brochure reinterprets visual elements from the underwater photography.