Art direction and graphic design for the Salon Execution Guide, a quarterly publication sent to Aveda salons that educates salon owners on how to execute the launch of new products and services.
Salon owners use these guides to set up their retail shelves, educate their staff on new product releases and usage and give insight into events and promotions happening with the brand during the quarter. They also can scan various QR codes throughout the guides to be connected to even more resources and video content for them to use in their independently run salons.
Selected spreads from various guides from July 2025 to July 2026. This guide’s design is now templated for future quarters.
Concept, Art Direction & Graphic Design
Priya Matta
Campaign Direction
Kim Ho, Catherine Hong, Carrie Lam
Photo art direction for Jo Malone for use on social media and in PDP on jomalone.com during the Holiday 2025 season. In collaboration with Estée Lauder Creative Content Hub Design Director Elissa Wiehn, this series supported the global campaign with respect to look and feel to ensure all assets worked together when seen on the site and social media.
Art Direction
Priya Matta
Photography
Jarren Vink
Prop Styling
Alex Silva
Tangerine Salon in Dallas, Texas is the official salon of the Dallas Cowboys Cheerleaders. In honor of the launch of Abundant Blowout Volumizing Spray, Aveda partnered with DCC’s Kylie Dickson to really put the big hair claims to the test.
Kylie’s friends enjoyed vegan refreshments, a pampering session and Abundant Blowouts at Tangerine Salon followed by a luncheon at Mister Charles. Guests were gifted products from Aveda, including Abundant Blowout in travel sizes so they can easily use them on game days.
Event Design Direction, Stationery & Gifts
Priya Matta
Visual merchandising to support the launch of Abundant Blowout All-Over Volumizing Spray across Aveda Experience Centers and Salons.
Visual Merchandising ranged from 36” x 48” jumbo posters to 24” x 28” floor posters to 3” x 8” pricing easels.
Layouts not shown in proportion to each other. A selection of the 23 versions are shown here.
Campaign was adapted by Aveda regions worldwide.
Graphic Design
Priya Matta
Campaign Creative Direction & Art Direction
Kim Ho, Catherine Hong, Alea Abdou
An evergreen program supporting Aveda Skin Care called “Aveda Glow Bar.”
The program is a private group appointment that guests can book to learn about Aveda Skin Care in a hands-on setting with their friends. It is positioned as an opportunity to celebrate a birthday or girls night out. Guests learn about Aveda’s vegan skin care products, try regimens customized to each of their skin concerns and take home deluxe samples and a thank you gift.
This program was developed for stores to execute on demand using downloadable and printable templates along with stock stationery items and dram jars to create sample packs for each guest. All program items are recyclable or reusable.
Concept, Direction and Graphic Design
Priya Matta
A curly girl meetup with hair stylist and influencer Melissa Guido. Her guests enjoyed some refreshments at a local Aveda salon in Toronto while they learned about Aveda’s BeCurly Advanced hair care line. They also enjoyed a private dinner at Planta, a vegan Japanese restaurant, and received custom Aveda branded reusable chopsticks and Aveda product.
Event Design Direction, Stationery & Gifts
Priya Matta
A holiday advent calendar gift was designed and sent to Aveda Artists as a special holiday gift. The recyclable paperboard box was comprised of custom sized drawers for each of the 12 gifts with gold foil detailing and a detachable magnetic closure. The design was inspired by the 2024 Holiday brand collaboration with fashion designer Joseph Altuzarra and featured illustrations that appeared on special gift packaging designed for the season.
Artists posted video content through the 12 Days of Aveda showcasing various product lines from the box as well as special treats we designed just for them such as enameled bag charms.
Concept & Design
Priya Matta
Production
Lanning-Smith
Photo art direction and graphic design for Aveda’s monthly promotions and gifts with purchase. Consistent imagery was promoted in emails, paid media, organic social, salon social, Aveda.com and in-store and in-salon on visual merchandising.
Concept, Art Direction & Design
Priya Matta
Photography
Dylan Griffin
Prop Styling
Alex Silva
An in-depth retrospective of the life’s work of Elsa Peretti, one of Tiffany & Co.’s most celebrated designers. A close collaboration with Ms. Peretti herself, this 200+ page book catalogued every collection she has ever designed and included personal photographs, rare objects from the Peretti Archive and deep history told by Elsa herself.
Selected spreads from the 258 page book.
Concept & Art Direction
Priya Matta
Styling
Jocelyne Beaudoin
Photography
Josh Haskins, Thomas Milewski, Adam Campanella, Martyn Thompson, Ian Sanderson
An evolution of the annual Collections catalog, This Is Tiffany debuted as an editorial concept. Featuring fine, fashion and statement jewelry, the catalog took an editorial point of view with additional stories about Jean Schlumberger, heritage and personal connection to the brand.
Selected spreads from the 55 page catalog.
Photo Art Direction, selected stories
Priya Matta
Graphic Design
Priya Matta
Photography
Daniel Jackson, Josh Olins, Zoe Ghertner, Richard Burbridge, Thomas Milewski and others
Marking the design house’s return to producing its own watches, the CT60 was launched by Tiffany & Co. in 2015. A re-imagining of a watch famously worn by President Franklin D. Roosevelt, the CT60 was marketed as an energetic entry into the market with a storied past, emphasizing Tiffany’s watchmaking heritage.
The catalog featured photographs and ephemera from the Tiffany Archive, campaign shots from Ogilvy & Mather as well as kinetic street photography of New York.
Selected spreads from the 80 page catalog.
Art Direction
Priya Matta
Copy
Isabel von Fluegge
Photography
Richard Burbridge, Adrian Gout, Jaime Chung, Andrew Bordwin and others
Campaign Photography
Ogilvy & Mather
A holiday card sent to Tiffany Register customers by their sales associate. These cards are produced annually and designed to coordinate with the worldwide Holiday campaign as represented in-store, online and catalog.
Graphic Design
Priya Matta
The annual Jewelry Collections catalog features fine and fashion jewelry categories as well as engagement and a limited selection of statement jewelry. It is sent to fine jewelry customers through direct mail. In new markets, the catalog is presented to customers during store opening events as an introduction to the brand.
The 2013 catalog highlighted each jewelry collection alongside campaign portraits of strong women. It was printed in 13 different versions and translated into 4 languages and distributed world-wide.
Selected spreads are shown from the 57 page catalog.
Art Direction
Priya Matta
Still Photography
Carlton Davis
Copy
Isabel von Fluegge
Campaign Creative Direction
Karen Silveira and Denise Velez
Campaign Photography
Martin Thompson
Tiffany & Co. celebrated 175 years of founding in 2012. To commemorate the event, an advertising campaign was designed to highlight various important events in the company's history.
Media included a cover wrap of both the New York Times (the first cover wrap in the paper's history) and of Women's Wear Daily.
Concept & Graphic Design
Priya Matta
In an ever-changing world, perhaps Tiffany & Co.'s most consistent relationship with the public over the last century was its daily advertisement on page A3 of The New York Times, which began running in 1896.
Tiffany occupied the top right corner and advertised every single day until 2021.
A selection of Page 3 ads from 2007-2011. Ads were concepted to take into account current events and seasons. Notable events included the inauguration of Barack Obama, the 40th anniversary of the moon landing, the NY Giants Super Bowl win and the wedding of Prince William and Kate Middleton.
Concept, Styling & Art Direction
Priya Matta
Photography
Thomas Milewski, David Kelley, Phil Garfield, Walter Thomson, Josh Haskin
Copy
Theodore Pettus, Stephanie Van Alyea, Heather Haber, Sahar Muradi
A selection of spreads from the digital look book for the Fall 2013 Tiffany Leather Collection designed by Richard Lambertson and John Truex. This look book introduced the Fall collection to editors and bloggers and showed leather, ostrich and glazed crocodile handbags and accessories in a color palette of cognac, moss and orchid.
Art Direction
Priya Matta
Photography
Thomas Milewski
Advertising that appeared in the Sunday New York Times Style Section. Each ad is conceptualized to take into account company product initiatives as well as the current climate, upcoming holidays and cultural events.
Concept, Styling & Art Direction
Priya Matta
Photography
Thomas Milewski
Copy
Theodore Pettus, Heather Haber, Sahar Muradi
The annual Jewelry Collections catalog features fine and fashion jewelry categories as well as engagement and a limited selection of statement jewelry. It is sent to fine jewelry customers through direct mail. In new markets, the catalog is presented to customers during store opening events as an introduction to the brand.
To highlight the versatility of Tiffany jewelry, new pieces were mixed and matched with classic Tiffany designs to show the customer new ways to style their look. Still life images are shown alongside campaign photography that show model Doutzen Kroes in the looks. Call outs throughout the book educate customers about the design inspiration and Tiffany history behind selected pieces.
The catalog was published in 4 versions and 3 languages and distributed world-wide.
Selected spreads are shown from the 51 page catalog.
Catalog Concept, Graphic Design
& Art Direction
Priya Matta
Copy
Heather Haber
Still Photography
Carlton Davis
Campaign Creative Direction
Karen Silveira and Denise Velez
Campaign Photography
Peter Lindbergh
The preview for the 2013 Blue Book collection which featured an array of pieces largely inspired by the Tiffany Archive during the Gilded Age. This book was sent to press in anticipation of the press event where the collection was showcased. The book was also translated in Chinese for use in China and Hong Kong.
The collection was also celebrated at the Blue Book Gala at Rockefeller Center.
Look Book Concept, Graphic Design
& Art Direction
Priya Matta
Photography
Thomas Milewski
When you occupy the same space in the same newspaper every day, the opportunity to break format brings attention to special holidays and initiatives. The traditional New York Times Page 3 format was broken for events such as the New York Wall Street store opening and selling initiatives such as fashion jewelry during the Summer and statement and fine jewelry during the 175th Anniversary of the company.
Concept, Styling & Art Direction
Priya Matta
Photography
Thomas Milewski, David Kelley, Phil Garfield, Walter Thomson, Josh Haskin
Copy
Theodore Pettus, Stephanie Van Alyea, Heather Haber, Sahar Muradi
