SpaRitual has one of the most imaginative creative teams I’ve ever worked with. During one of our brainstorms, Director of Branding, Shel Pink, brought in a Tarot deck to inspire ad concepts. It reminded me we had 72 lacquer colors, enough for an intuitive color guide. We flew with the idea; I meditated on each of the colors, the four color suites, and lacquer names, coming up with predictions and a numerological identity to correspond to each color. We transformed a mundane nail color guide into the whimsical Chroma Guide, a fun tool for nail technicians and clients to choose a color and a new mood—emphasizing the power of the SpaRitual brand.
