Lifestyle and Healthcare
Brand Strategy, Brand Architecture, Visual Identity, Verbal Identity, Research, Employer Brand, Culture Strategy, Physical Environments, Digital Experience
Meet Inez and Lauren, two close friends with nearly a decade of combined experience in the world of hair styling. Their journey began when they crossed paths while working at a prestigious London hair salon, instantly forming a bond. After refining their skills alongside industry giants, they made the decision to bring their expertise back to their hometown of Porto.
In search of capturing the essence of a cozy living room while infusing it with a touch of luxury, the duo reached out to me to create a brand language that reflects their content and values. They wanted to convey luxury while maintaining a connection to nature and the soul.
Inez and Lauren aspire to offer a holistic experience for women, providing personal attention and professional expertise while prioritizing the use of environmentally friendly products. Their commitment extends beyond just stunning results—it’s about embracing a sustainable approach to beauty. Despite being a small business with just the two of them as hairstylists, along with two additional team members, Lock & Luxe is in high demand, boasting a lengthy waiting list of both regular clients and local celebrities.
At the onset of the project, we delved into defining the brand’s values. Through brainstorming sessions and discussions, we identified key nouns and adjectives that helped us understand the emotions evoked by the space and its significance to both the owners and their clients.
I crafted a comprehensive design language for Lock & Luxe, including a logo and a brand book outlining usage guidelines, iconization, and design templates. Additionally, we created various designs for their social media presence, marketing materials, and citywide posters.
Today, Lock & Luxe fully embodies the narrative we’ve developed across all communication initiatives and brand representations. It epitomizes professionalism, trendiness, and a deep connection to nature.
