Elevating salon luxury with modern elegance. Creating an identity that feels unusual yet unmistakably premium.
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: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 new Martin Gambler identity resonated immediately—clients recognised the shift, footfall quality increased, and the salon continued to grow into new markets with confidence.
The brand system also provided a practical framework for future expansion, making roll-out smoother and production more efficient.