Modern Foil
The Art Is in the Details.
Some people see a sheet of foil. Becky Miller sees a thousand tiny decisions that can change the way an artist works. Founded in 2019 by a hairstylist who believed the tools of the trade deserved more thought, Modern Foil creates professional hair foils, brushes, bowls, and salon essentials where thoughtful design meets serious performance. Every texture, fold, and finish has a purpose, and that attention to detail has earned the brand a place in the hands of artists who take their craft personally. When Modern Foil came to ENC, the products had a reputation worth talking about, but the story behind them was ready for a bigger stage. Together, we began shaping the next era of Modern Foil, bringing its founder, philosophy, product innovation, and creative ambition into a brand experience as considered as the tools themselves.
A New Standard Behind the Chair.
Modern Foil had spent years perfecting the details of its products, and we saw an opportunity to bring that same level of intention to the business behind them. Through brand strategy and positioning, we worked with Becky to organize the growing collection into four distinct worlds: Signature, Everyday, Specialty, and Tools, each with its own role in the customer experience and long-term growth strategy. We developed a strategic product roadmap that gives collectible Signature collections room for big creative moments, makes Everyday essentials a foundation for repeat purchasing, and positions Specialty products as proof of Modern Foil's technical expertise. We also explored how subscriptions, artist affiliates, and future retail channels could support a more connected customer journey. The result is a clearer direction for a brand with the creative ambition of a design house and the practical understanding of a stylist who knows exactly what happens behind the chair.
From the Hands of an Artist. For the Hands of an Artist.
The most compelling part of Modern Foil's story had been there since the beginning: Becky built the tools she wished existed, then spent years refusing to compromise on the details that made them special. We brought that history to the forefront, developing a more intentional narrative around the founder's journey, the brand's mission, and its vision for the future of professional hair tools. We found language for the things artists already understood instinctively: the weight of a brush, the texture of a foil, the rhythm of a familiar process, and the pride that comes from doing beautiful work. This became the foundation for a refined brand voice rooted in artistry, precision, devotion, and design, with messaging that connects the emotional experience of the craft to the performance of the products. Modern Foil now has a story that can travel from a founder interview to a product page, an email inbox, or a salon station and still feel unmistakably its own.
Every Launch Deserves Its Moment.
With a product lineup this intentional, we wanted every new release to have a story worth telling. Our campaign strategy and creative direction gave Modern Foil a more editorial approach to product marketing, developing distinct visual worlds that connect the personality of each collection to the experience of using it. For the launch of CHROME, we leaned into reflective surfaces, sculptural foil, metallic textures, and a quieter kind of confidence, making the material itself the star while highlighting the functional details that matter behind the chair. For the holiday HEIRLOOM campaign, the mood shifted toward rich textures, intimate gatherings, and the feeling of something beautiful worth keeping. Across campaign concepts, art direction, content capture, and launch storytelling, we created opportunities for Modern Foil to show just how much imagination can live inside an everyday salon essential.
A Little More Artistry in the Algorithm.
Modern Foil's Instagram already had beautiful products to show off, but we wanted to give its audience more reasons to stay, engage, and feel part of the story. We developed a social media strategy built around four editorial pillars: the artist and the craft, the design and the details, the founder and the vision, and the experience and the standard. This opened the door for richer content storytelling, from the year Becky spent rebuilding her signature foil to the artists who bring the products to life, the finer points of product design, and the rituals that make a salon station feel personal. We also built recurring content concepts, community engagement opportunities, and a consistent publishing rhythm to connect product education with the larger Modern Foil philosophy.
A Love Letter to the Details.
There is a lot more to say about a foil than its sheet count, and Modern Foil's email marketing became another place to tell that story. We developed an email marketing strategy that considers where each customer is in their relationship with the brand, from the curious first-time visitor to the loyal artist who has been reaching for Modern Foil for years. Through audience segmentation, customer journey planning, and targeted email campaigns, we created a framework for sharing founder stories, product education, Artist Collective features, new collection launches, and thoughtful reasons to return. Our campaign copy brings the same editorial sensibility to the inbox, balancing beautiful storytelling with clear product benefits, launch announcements, and opportunities to shop. Every email has a job to do, and together they build a more intentional conversation between Modern Foil and the artists who make it part of their everyday work.
With a new chapter of Modern Foil taking shape, its digital home was ready for a little reinvention of its own. Alongside the launch of CHROME, we redesigned and developed the entire e-commerce website, bringing the brand's elevated visual identity, refined messaging, and growing product collection into one cohesive shopping experience. From the way products are discovered to the stories told along the way, every detail was viewed through the lens of the modern hairstylist, balancing editorial beauty with intuitive navigation and functionality. The new website gives Modern Foil's signature collections, everyday essentials, specialty foils, and professional tools a more intentional place to live, while creating room for future launches and continued growth.