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I chose to rename The Petersen Automotive Museum to "Pete" as a means of humanizing the museum. Throughout my rebrand I focused on the love and connection humans have to their machines.
An extension of Paul Mitchell's vibrant semi-permanent hair color line, these new shades bring deeper and richer colors in their shade offering. Considering these two shades differ in formula from the rest, the packaging needed to be distinct from the other shades to prevent any confusion.