Martin Gambler was a high-end salon competing in a market full of identikit luxury branding—dark tones, serif typography, predictable gold accents. The brief was to create something genuinely distinctive without alienating an affluent, discerning clientele.

The tension: stand out without becoming inaccessible, and feel premium without relying on cliché.

I led the full strategic and creative process as Freelance Design Director.

I started with research into what luxury means today—not the traditional signifiers, but the quieter confidence that resonates with contemporary high-end consumers. I explored Art Deco geometry, architectural line work, and mid-century typography as reference points.

The identity I developed is built on long lines, graceful curves, and a deliberately restrained palette. Every element was designed to feel considered rather than decorated. I presented concepts to stakeholders, refined based on feedback, and delivered a complete brand system—logo, typography, colour, photography direction, and application guidelines.

The system was designed to work across print, digital, in-salon signage, and future expansion.

The rebrand had immediate impact. Clients recognised the shift, the salon attracted a higher-value clientele, and the business expanded into new markets with confidence. The brand system also made ongoing production significantly more efficient.