MCJW

ART DIRECTION

Worked with MCJW when owned by Sundial Brands as an AD. Helped build out the brand world for MCJW New Era, by honouring the past by turning the page to the future. Created a cohesive design system using type, colour, imagery, and graphic elements used across all channels.
*Photography by Sundial Brands and respective owners.

HISTORY

M.C.J.W

A young woman with long curly hair, wearing a black bralette, a colorful patterned jacket, and yellow lace shorts, sitting among green tropical plants with a potted plant nearby.
A woman with curly hair in a floral dress sitting in a modern white chair in a room with a dark floral wallpaper and tropical plants. There is a small round table with decorative items, a glass of water, and a book nearby. The scene is illuminated with colorful, soft lighting.
A woman with voluminous curly hair, wearing a sparkly, sequined top, red lipstick, and jewelry including a ring and earrings, posing with her hand near her face.
A woman in colorful, patterned clothing and white high heels sits on a purple sofa with a round pillow. She poses with one hand on her forehead and one leg crossed over the other. The background features tropical plants and a mix of pink, purple, and warm lighting. A small table with a drink and dessert, and a vintage rotary phone are nearby.
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The History is

in the Hair

A young woman with curly hair and freckles, wearing a colorful floral suit, sitting in a rattan chair with a pillow. She is holding a strand of her hair and looking at the camera. The background has vibrant patterns and plants.
A woman sitting on a purple armchair in a colorful, tropical-themed room with plants. She is wearing a patterned sweater, sheer stockings, and white high-heeled shoes. There is a small table with a cocktail glass, cake, and decorative items, including a vintage rotary phone on the floor.
A woman with dark skin, short curly hair, and red lipstick seated on a green chair with purple curtains and potted plants around her. She is wearing a metallic gold jacket, patterned shorts, and iridescent knee-high boots. She is posing with one arm raised and looking to her right.

Photo Credit: Q

The First Black Female Millionaire.

SephoraLaunch

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A promotional poster with a woman sitting on a chair, surrounded by plants and colorful decor, promoting a skincare product with the phrase "strengthen your INCHES" and featuring tubes of skincare cream labeled "INCLUDES." The design includes torn paper effects and bold text encouraging confidence and self-care.
A promotional brochure featuring a woman with curly hair wearing a colorful floral outfit, sitting in an orange wicker chair against a warm-toned background. The brochure includes text about a beauty brand named MCJW and a product line called Inches, with images of skincare or haircare products.
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Social & Paid Ads

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An advertisement featuring a woman sitting in a colorful, eclectic room with purple curtains and plants, with a text overlay saying "Coming Soon" and a picture of a purple container of moisturizing masque called "Dream Come True."