Time length:

12 weeks

Tools:

InDesign, Photoshop, Illustrator, Figma

Roles/Skills:

Group/Solo project - Branding, Marketing, Environmental Design, Design Layout, Concept Development, Time Management, Production

OVERVIEW

Vain Hair Salon’s current branding does not reflect who they are as a brand and is inconsistent across their three salon locations. Vain needs a new branding system that fits their style, while also encouraging their clients to explore their own self-expression.

PROCESS

Two other students and I started our process with the research phase. We explored Vain’s background, audience, and competitors to familiarize ourselves with the current branding. Once this step was complete, we moved into the discovery phase to create the personas and a list of brand traits: authentic, vibrant, and refined, yet edgy.

We created tonal territories for each trait to show the textures, images, text, colors, and other visuals that could be used to describe each trait. As a team, we also developed a mission statement, brand positioning, and brand promise for Vain’s new branding.

PROCESS CONTINUED

Inspired by our tonal territory traits, I developed the concept “Unconventional Style” and made a final concept board that I would use to guide other decisions and the production of branding deliverables throughout the rest of my project. 

Click here to view Vain’s website redesign.

FINAL THOUGHTS

By simplifying the colors, textures, and graphics for the final concept board, it made it easier to create a strong system for typography, backgrounds, and other design styles.

The vibrant colors, urban textures, and authentic images of people work together to reflect the key characteristics and mission statement of Vain Hair Salon. The style is refined, yet edgy which makes it stand out against the crowd and attract Vain’s target audience. The style can be varied but also consistent and cohesive with all the pieces of branding.