Shakira. A woman with curly, long, blonde hair wears a pink bustier top and blue jeans, holds a red container to her ear, and looks directly at the camera against a plain white background.

ISIMA

TRIMODAL THINKING: BRINGING BIOTECH TO LATIN HAIRCARE

isima began with a simple truth: most haircare isn’t made for the majority of the world’s hair. Latin hair represents the widest range of types and textures on the planet, and it often requires more: more moisture, more repair, more thoughtful formulation. While mainstream brands strip things back, we helped isima lean in. Through visual design, campaign concepting, and production oversight, we built upon a brand world rooted in biotech performance and radical inclusion. Our work spanned logo design, custom fonts, design systems, retail concepting for Ulta, and launch creative that announced isima’s arrival as a corrective force in haircare, where scientific precision meets cultural truth, and every texture gets more than just the bare minimum.


The creative inspiration came from the Latin haircare rituals including the Bomba ritual, a practice born out of necessity, where women turned kitchen sinks into chemistry labs, supercharging store-bought conditioner with vitamins, oils, and keratin. We helped isima translate that grassroots ingenuity into a clinical, luxurious, and safe experience. Equally important was ensuring isima could live in harmony with its founder. Our creative system allowed Shakira’s personal story, her struggles with damage, her celebration of curls, to emerge naturally in campaign storytelling without overwhelming the product itself.

Logo Design
Fonts
Brand Guidelines
Graphic Design
Campaign Concepting
Evergreen Content
Campaign Production Management
Launch Copy
Retail Display

SGC Team:

David Boxser
Alex Bones
Stuart Hall
Lana Sharmoradian
Claire Keys Pytlik
Pia Valesco
Luis Miranda
Alex Molyneaux
Lixaida Lorenzo Badillo
Vencho Miloshevski
Fabio Ziplies
Cassie Ciccarelli

Partners:

Work By Holiday
Kayla Mosely
Harbinger Creative
Tim El Kaïm
Shakira
MKT Alliance
isima Team

Close-up of a woman with wet hair and shiny makeup, holding a pink object, with a green background featuring a large green textured sphere and the word 'isiing' in bold pink and white letters. Shakira. Isima.
A side profile of a woman with curly red hair and freckles.
A woman with long, wavy black hair, partially turned away, with her back shown, in the top left corner. The top right section has a green background with white text listing benefits of hair care, including more definition, length, hydration, shine, volume, curl, smoothness, moisture, strength, ease, and self. The bottom left features a pink bottle of Isima hair care product, with text indicating it is a reparative hair oil with Chilean rosehip oil. The bottom right shows a side profile of a woman with wet, wavy black hair, receiving a haircut or hair treatment, with a comb and scissors near her hair.
A close-up portrait of a young woman with long, curly blonde hair, light makeup, and a subtle smile. The word 'isim' is written in large, light gray letters at the bottom of the image.
Front view of a black tablet with a large screen and thin borders.
Three women with different hair types holding beauty or skincare products, one smiling with eyes closed, one with a serious expression, and one holding a yellow bottle near her face. Shakira. Isima.
Open red jar of Isima Superbomba Triple Repair Peptide Mask with white cream inside, with the lid placed next to it on a white background.
A green bottle of Isima Riquisima Hydrating Shampoo with soap bubbles around it, set against a white background.
Three pink cylindrical containers with rounded caps, one of which has a pump dispenser, lay on a white surface with shadows cast from the sunlight.
Colorful collection of ISIMA shampoo bottles in green, pink, purple, yellow, and blue on a white background.
A woman with long, curly hair wearing a satin gray camisole top and a pair of jeans, standing side profile against a white background with colorful text on the right.
A pink bottle of isima Curls 'Don’t Lie' cream and a close-up of a person with long, wavy, brown hair.
Shakira. Isima. A woman with long, curly, light brown hair wearing a pink strapless top, posing with one arm behind her head against a plain white background.
Two young women with curly hair and serious expressions, hugging each other. One wears a pink top with thin straps, and the other wears a red sleeveless top and jeans.
Diagram of hair follicle structure with labels for hair shaft, scalp, cortex, and cuticle; comparison of curly hair before and after treatment showing smoother, shinier curls in the after image.
Screenshot of ULTA Beauty website displaying Isima hair care products, including shampoos and conditioners in pink, red, and green bottles, with a model with curly hair in promotional images.
A tablet with a black screen and a front camera at the top.

ISIMA RETAIL DISPLAY FOR ULTA

isima by Shakira, retail display for Ulta
Display shelf of Isima hair care products in a retail store, featuring bottles, jars, and boxes in green, pink, red, purple, yellow, and pastel colors.
Display of Isima hair care products on a retail shelf, featuring various bottles and containers in pink, green, yellow, and blue. A large poster with a woman with curly hair is in the background, and the display includes sections labeled Repair + Strengthen, Cleanse + Condition, Prep + Style, and Routine + Go.
Display of Isima Superbomb hair care product in a red container on a green platform, with a sign describing it as packed with peptides for scalp, cortex, and cuticle repair.