As I wrap up my binge-watching of The Secret Lives of Mormon Wives, I’m left with a mix of fascination and disbelief. It’s been eight years since I first met Jessi—back when we were both just starting our careers, hers in hair and mine in marketing and sales. It’s so refreshing to see that even with all her success, she’s still the same unique, relatable person I knew back then.

I nearly died laughing when, in the opening credits, Jessi mentioned a billboard for her hair extension line, "JZ Hair Everywhere." What started as a strong branding move for her thriving business quickly turned into a viral moment when people online misread it as "jiz hair everywhere." The internet being what it is, this playful misinterpretation blew up, making Jessi and her brand a trending topic.

In true Jessi fashion, she just laughed it off. I’m so impressed by how she’s handled the whole thing—taking it all in stride with a nonchalant attitude that’s both refreshing and admirable. As a designer and brand strategist, it got me thinking about how brands can navigate situations like this—whether to pivot or fully embrace the humor.

What would you do if you were Jessi?

Check out her tiktok response here: https://www.tiktok.com/@_justjessiiii/video/7338210566915329322

1. Don’t Change a Thing and Lean In
   Sometimes, the best strategy is to let the audience have their fun. By not changing anything, Jessi could take advantage of the viral nature of this moment. After all, the buzz is free publicity, and in branding, attention is often half the battle. People are talking about JZ Styles—whether it’s about hair extensions or something else—so why not capitalize on that visibility? (her video is titled all publicity is good publicity.”)

2. Alter It Slightly
   If the misreading starts to overshadow the business message, a small tweak could clarify the intention without losing the essence of the brand. This is where subtlety can shine. A slight rework of the typography or spacing might help avoid the unintended pun while still maintaining the billboard's eye-catching design.

3. Lean in Even Harder
   Then there’s the bold approach. Why not embrace the humor fully and put something up that doubles down on the joke? Jessi could have some fun with the viral moment, creating a new billboard that plays off the trend, maybe with a clever line like “Yes, JZ Hair Everywhere.” This would show the world that she has a sense of humor and can turn a viral moment into something unforgettable.

I would have liked to see them use this opportunity to further develop their branding. Over the past eight years, their brand has evolved significantly—from a stylist to a stylist-owned salon, then expanding to an influencer with a salon and extension line, and now a Hulu reality star with a salon, extension line, and school. (She’s been busy!) So, it's no surprise that certain details can be overlooked. This is why having the right design partner is crucial—to create campaigns that truly align with and elevate the brand.

I put together a revamp of the campaign as I would have pitched it. While changing their name at this point isn't an option, there are ways to mitigate any negative connotations associated with it. Understanding how people process information and form perceptions is key. That’s why I present to you: FLY JZ HAIR! The first word you read is fly this is crucial to not think you read jiz. Second the words "Fly" and "Hair" are the most readable, shifting focus away from the problematic associations while adding intrigue. This opens up new opportunities for a campaign that goes beyond what the brand has done before—such as exclusive hair care branded products and accessories to boost revenue. This also ties in with Jessi’s brand she travels for in salon education and can double down on exclusive products and branch into new product lines.

Whatever Jessi chooses to do next, I’m sure she’ll handle it with the same grace and confidence she’s shown so far. Watching how she navigates this is both entertaining and inspiring. In the world of design and business, it’s not just about getting everything right—it’s about how you respond when things go sideways. And Jessi nailed it!

Cran