Artist Biography
Jaymie Caponigro is currently a graduating senior of Endicott College studying Graphic Design. Not only is Jaymie a member of the arts community at Endicott College, she is also a captain of the women’s soccer team. Jaymie plans to continue her education at Endicott College next year as a graduate student. She will be a member of the fifth year program where she will receive a MBA with a concentration in Marketing. Jaymie is a hard worker who has a never-quit attitude and she is not afraid to take risks. Feel free to check out her online portfolio at jaymiecaponigro.myportfolio.com/home-1 which provides a more detailed version of her thesis and more examples of her work. Jaymie can also be reached via email: [email protected]
Thesis Abstract
Curlology: The Science Behind Loving Your Curls
The purpose of this thesis project was to create a brand that encourages women to embrace being known as “the girl with curly hair”. Curlology not only encourages their customers to love their natural beauty, but in the process they also highlight the importance of curl education. The brand is bright, confident, and bold, just like the members within their curl community. This project contains a brand book, advertising campaigns, an app, and package design.
Curlology’s app offers user’s access to unique curl information. When first opening the app, users are prompted to take a curl quiz. Based on their answers, users are matched with a personalized set of products that work for them and their lifestyle. Each set of products are personalized with a sticker of the customer’s name, and an illustration that reflects the type of curl they have. The app also offers the customer access to tutorials, accessories, contact to curl specialists, and much more. In each customer’s box, there is a hair roadmap that explains what order to use the products in, and how to apply the products to their hair. In order for Curlology to be environmentally friendly and sustainable, customers can send their empty bottles back to be refilled at a lower price. Curlology also offers a kids’ line. These bottles have a sticker of the customer’s name and cartoon curl illustrations. The ad campaign contains all original tag lines and continues Curlology’s branding by including curl shapes and bright colors.