A creative brief (Curl Cult) that defines the brand North Star, consumer and stylist persona matrices, messaging principles, and visual/retail execution guidance. It emphasizes authenticity, education-first messaging, expectation-setting for texture/perms, and professional yet approachable tone for both consumers and salon pros. The document also includes visual assets guidance (color palette, photo treatment), language guardrails, and a decision checklist for creative approvals.
Questions this document answers
January 14, 2026.
01.20.26.