TRIMODAL THINKING: BRINGING BIOTECH TO LATIN HAIRCARE

The Brand.
Most haircare is formulated for European or Southeast Asian hair, yet Latin hair spans the widest range of types and textures on earth, and often needs more: more moisture, more repair, more thoughtful formulation. Shakira's isima was created to answer that. Más es más.

The Challenge.
isima's previous agency had established the strategy, positioning, naming, packaging and colour. SG Cartel was brought in to turn that foundation into a brand ready to launch: a complete brand book able to carry biotech science, two languages and one of the most recognisable voices in the world across every touchpoint. All of it had to reach market while the brand's founder was on a world tour, which made the logistics as demanding as the creative.

The Work.
A full brand book: the final logo, new brand fonts, style guide and graphic design system, tone of voice, and guidelines for scientific visualisation, ingredients and claims. The tone of voice is bilingual, written with English- and Spanish-speaking copywriters to stay true to Shakira's own voice while respecting the cadence and cultural nuance of each language. Go-to-market creative and production oversight for the launch campaign and evergreen content: hundreds of assets, shot over three days by photographer Tim El Kaïm, with Harbinger Creative producing. isima later returned for retail, and SG Cartel designed a family of Ulta displays, in multiple sizes and formats, for fabrication partner MKT Alliance.

The Effect.
Within months of its June 2025 launch, isima became Ulta's number one haircare brand by sales and its third best-selling brand overall, led sales at Ulta Beauty Mexico, and won four international awards in its first three months. (Glossy, Noticias RCN)

My Role.
I was recommended to the isima team, then assembled the creatives the work required. Throughout, I was the C-suite's lead on brand and creative: their consigliere. I led SG Cartel's work, from the brand system and tone of voice to go-to-market creative and production oversight.

Made with: Alex Bones, Stuart Hall, Lana Sharmoradian, Claire Keys Pytlik, Pia Valesco, Luis Miranda, Alex Molyneaux, Lixaida Lorenzo Badillo, Vencho Miloshevski, Fabio Ziplies, Cassie Ciccarelli, Shakira, Work By Holiday, Kayla Mosely, Harbinger Creative, Tim El Kaïm, MKT Alliance and the isima Team