Redken + Redken.com.
Redken has two online destinations: one for customers, and one for professional colorists and stylists. Before we got our hands on them, neither website had been updated in a good 10 years.
This was a complete overhaul from look and feel to tone of voice. I wrote everything from product descriptions for shoppers to course catalog descriptions for professionals. The project was an incredible lesson in IA/UX, organization, and consistency. I'm also pretty confident that I could give a mean cut and color now.