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15-Person Elevate Tapped for Global Digital Work from Two Haircare Megabrands—Redken and Matrix—and National Work for L’oréal USA and Mario Tricoci

To Support New Business, Agency Moves into Larger Chicago Office

CHICAGO (October 2, 2013) – Two L’Oréal Group fashion/haircare brand properties—Redken 5th Avenue NYC and Matrix—have recently tapped 15-employee, Chicago-based, privately held digital agency, Elevate, for help with their global online presence.

Redken Global Websites (27 Countries)

L’Oréal-owned Redken recently hired Elevate for the massive undertaking of creating an international suite of websites for consumers and salon professionals in each of its 27 countries of operation (each country website can be accessed through a single non-Elevate designed landing page,

With the goal of unifying 27 unique country websites with a consistent brand expression, Elevate went about creating a cohesive brand story through content strategy, information architecture, user experience design, visual design, front-end development and content entry. Additionally, Elevate was responsible for typographically handling 13 different languages and carefully classifying/organizing hundreds of pages of content into a blueprint for success at each stage of the process, all with the goal of creating tailored and localized content to provide the most relevant information to 27 unique markets. To date, redesigned websites in 19 countries have launched with another eight scheduled to launch in the next several months. Post site launch, Elevate regularly populates the websites with fresh content surrounding new product updates/launches and works through ongoing website additions.

“Elevate really understands how to think strategically on a global scale and position our brand to be a leader in the digital arena,” said Lea Koussoulis, Assistant Vice President, Global Interactive Marketing at Redken and Pureology.

Redken website

Matrix Global Mobile Websites (36 Countries)

Matrix, another L’Oréal haircare brand property, recently hired Elevate to design its mobile experience for the brand’s presence in 36 countries (the mobile experience can be accessed through In order to provide a cohesive visual and brand experience for users across various devices, Elevate utilized mobile best practices to create a user experience that coupled exploratory browsing with quick access to specific content. Agency responsibilities included content planning and strategy, information architecture and design. Matrix Global did not conduct a national agency search prior to awarding the business to Elevate.

“When tackling these projects, strategically, we needed to think through not only pushing and reinventing the Redken and Matrix brands locally and digitally in these international markets, but also how to enable the countries to be brand stewards,” said Larry Bak, President at Elevate. “Localization of content is key.”

L’Oréal USA Women In Digital Website

Parent company L’Oréal USA recently enlisted Elevate to design the inaugural website for its Women In Digital program (, which supports female digital entrepreneurs who have created innovative online companies. The agency was again tapped to refresh the website and recognize the 2013 recipients of the program’s Next Generation Awards, honoring women entrepreneurs of digital businesses. Both times, Elevate was responsible for the strategy, information architecture, user experience design, visual design, front-end development and back-end development, as well as creating the voting form and votes collection mechanism. L’Oréal USA did not conduct a national agency search prior to awarding the business to Elevate.

Mario Tricoci Hair Salons and Day Spas Website

Elevate was recently tapped by Chicago-based Mario Tricoci Hair Salons and Day Spas to support its 15 Chicagoland locations with a complete website redesign and technical integration with its point of sale and appointment booking system ( Responsibilities included information architecture, user experience, visual design, front-end development and back-end development.

Elevate Expands to Support Increased Business

Elevate recently moved into a larger, urban contemporary-style office in Chicago’s West Loop neighborhood with three times the space to continue servicing existing and new accounts.

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About Elevate

Founded in 2003, Elevate is a private, full-service, digital agency based in Chicago. Core agency expertise includes business and content strategy, user experience, information architecture, design and development. Elevate has worked with the standard-setting brands of Redken 5th Avenue NYC, Mario Tricoci, Sonar Entertainment, Connections Academy, Suzanne Lovell, Inc. and Matrix. For more information please visit,