Practical. Affordable. Reliable.
A full rebrand and launch campaign for Capital Hair & Beauty’s new salon furniture line, designed to put customers first and built around three core values: practical, affordable, and reliable.
Project Overview
Capital Hair & Beauty’s in-house furniture range, The Black Collection, needed repositioning to become a credible, attractive option for hair and beauty professionals. From my research, I understood salon owners were after more than functional furniture; they wanted stylish, durable pieces that improved operational efficiency.
I led the development of PARLOR’s communication strategy, clearly highlighting product features and positioning the brand around its core values: practicality, affordability, and reliability. Supported by Capital’s trusted reputation, the launch campaign introduced PARLOR effectively, emphasising its extensive product range and enabling customers to quickly understand and connect with the refreshed brand.
Project Goals
The goal was to revitalise an underperforming product line, creating a strong identity and delivering a comprehensive launch campaign.
Rebrand the Product Line: Rename and reposition The Black Collection as PARLOR, a standalone brand with a compelling value proposition.
Full-funnel Launch Campaign: Produce engaging, professional marketing collateral, including product photography, printed brochures, email marketing, web banners, and in-store promotional materials.
Drive Brand Awareness: Establish early traction and visibility around the new PARLOR identity across Capital’s digital and physical channels.
The Challenge
Successfully rebranding and launching PARLOR required careful coordination, rapid production turnaround, and consistent creative execution.
Extensive Asset Requirements: The project involved developing numerous assets, including video for the campaign, product photography, printed collateral, and digital content, all aligned under a cohesive brand identity.
Condensed Production Timeline: With only one studio day available, I managed the production of four distinct commercial edits tailored to different customer segments (Hair, Barbers, Beauty, Freelancers), photographing 18 products, and coordinating talent, makeup artists, and crew efficiently.
Complex Stakeholder Management: Gaining timely approvals required meticulous communication with senior executives, marketing, and the furniture division, balancing multiple viewpoints to maintain alignment.
The Solution
I took full ownership of the rebrand and campaign execution, from initial brand development to the strategic launch.
Brand Development & Positioning: Established the PARLOR name, identity, and tone, positioning Capital’s furniture division competitively alongside leading industry brands.
Optimised Single-Day Production: Developed and executed a meticulously planned studio day, efficiently capturing commercial video content and product photography simultaneously.
Integrated Campaign Rollout: Delivered a complete, ready-to-launch suite of promotional assets, including brochures, posters, email templates, social media content, and web banners, ensuring cohesive brand consistency.