Revolutionizing Hair Fashion: TIGI's Digital Transformation

Fayssal Loussaief's Award-Winning Design Brings TIGI into the Digital Age

The inspiration for this digital transformation came from the real stars of the brand - the stylists, some of whom have been with TIGI since its inception. Loussaief's aim was to bring the brand back to its roots before propelling it into the future. The result is a unique blend of content created by the artists, contemporary photography, and innovative digital design expressions.

Loussaief's approach was unconventional. Instead of relying solely on digital resources, he included a wide range of printed materials to research colours, fashion, and contemporary trends. This research informed the design, allowing for a balance between modern photography and digital appropriateness.

Technical specifications were also a crucial part of the design process. Responsive design was a given outcome, and the use of typography was carefully considered to ensure a seamless transition from tablet to mobile. The result is a balance between micro typography and technical possibilities.

The TIGI experience is multifaceted, incorporating education, colour creation, and an introduction to the people behind the brand. Loussaief integrated cross-product links with every frame, shoot, image, or video, providing links to the products used or recommended. This allows users to easily transition from a captivating full-bleed capture to the details of any product used.

The project, which took place at SapientNitro London, required a two-week initial concept phase followed by a three-month sign-off and production period. The biggest challenge was creating a digital transformation platform and a contemporary CMS that would allow TIGI to move quickly while adhering to Unilever's strict guidelines and high standards.

In conclusion, Fayssal Loussaief's innovative design has successfully brought TIGI into the digital age. His unique approach, combining traditional research methods with modern digital design techniques, has resulted in a digital transformation platform that is not only functional but also visually stunning. This project serves as a testament to the power of innovative design in revolutionizing a brand's digital presence.