Francis Brand

CLIENT - ASSIGNMENT - GOAL

For this project, I collaborated with Belli Capelli, a local hair salon that wanted to position itself more professionally. Initially, the client asked for a logo design, but this quickly evolved into a complete rebranding, including flyers and business cards.

The assignment was to create a fresh, recognizable visual identity that would appeal to the right target audience. Belli Capelli aimed to increase local visibility and attract new clients, in part through a flyer campaign offering a discount voucher.

The objective was clear: to establish a professional look that stands out, builds trust, and brings customers into the salon. The visual elements needed to be not only aesthetically pleasing but also functional and effective in communication.

CHALLENGES - MY ROLE - PROCESS

The biggest challenge in this project was that the client didn’t yet have a clear visual direction in mind. This meant I had to work closely with them, step by step, to discover which visual approach would best suit the brand, the target audience, and the desired look and feel.

As the graphic designer, I was responsible for the entire process: from logo to flyer, business cards, and a brand style guide. I involved the client in the creative journey, held regular check-ins, and ensured there was always room for feedback and adjustments.

I started with preliminary research, competitor analysis, and gathering visual inspiration, specifically focused on salons and lifestyle brands. I then presented a series of mood boards to help define the direction. From there, I developed several design concepts, which we refined together into a complete visual identity with consistent elements.

RESULTS - IMPACT - REFLECTION

The result was a cohesive and professional brand identity. From the logo to the flyers and business cards, everything reflected the same style, perfectly aligned with the target audience and the brand’s look and feel. The client was very enthusiastic and felt truly ready to become more visible.

Customers of Belli Capelli also responded positively. The flyers were picked up, the discount campaign worked well, and the overall appearance was perceived as fresh and professional.

What made this project special for me was that I was responsible for the entire process from start to finish. I was able to truly guide and support the client, and create something that not only helped her stand out, but also helped her grow. That trust and outcome, make this a project I look back on with great pride.