A cut above

Despite being the most inspirational trade show in world hairdressing, Salon International lacked a strong identity all of its own. It was very much your typical B2B show in terms of a graphic identity, with little more than a bog-standard logo to front the event. We were thrilled to be approached by the organisers to give Salon a new image and promote its forthcoming show later in the year. Taking inspiration from the unique glamour and explosive creative energy of the show, we began by sharpening up the Salon logo and creating a design framework to bring uniformity to the show’s programmes, display banners, signage and tickets.

However, it was our advertising campaign that created the biggest buzz in the hairdressing industry. Designed around Barry Willis’ impactful show photography, ‘A Cut Above’ helped generate 50,000 ticket sales, making it the largest ever hairdressing event. A decade on – and still firmly underpinned by our original brand identity – Salon International continues to draw huge crowds.