Salon International

A cut above

Salon International is the biggest and most inspirational trade show in the hairdressing world, yet declining ticket sales and growing competition from Europe left the organisers, Reed Publishing, increasingly concerned about its long-term future. This brilliant show desperately needed a makeover of its own. 

Deciding that what was most needed was an injection of new appeal and personality to raise the show’s profile within the style-conscious hairdressing industry, we began by sharpening up Salon’s tired identity. The new logo was given stand out and, most importantly, flexibility, so that it could work effectively within a new colour palette and match different looks and themes – supported by comprehensive brand guidelines to enable external suppliers to create their own publicity materials.

Next, we art directed a portfolio of show photography, beautifully captured by Barry Willis, which we integrated into an eight month marketing campaign to build a buzz of anticipation in the industry. Themed around Salon’s inimitable glamour and style combined with the creative energy of an exciting live West End show, ‘A Cut Above’ was received with renewed interest and excitement.

When the show opened at London’s ExCel, newly designed ticketing, programmes, display banners and signage completed Salon’s new look. Over 48,000 tickets were sold, not only making the event a resounding success, but also securing the show’s long-term future. A decade on – and still underpinned by our original logo and brand identity – this go-to industry event continues to draw large crowds.

Work scope

  • Brand identity
  • Logo
  • Brand guidelines
  • Photography
  • Copywriting
  • Advertising
  • Leaflets and flyers
  • Display banners
  • Signage
  • Tickets
  • Staff apparel
  • Website

Happy client

“Show stopping! That’s all I can say. The new identity and campaign ideas are original and have played a vital role in reinvigorating Salon and making it such a success.”

Nicola Lazenby, Marketing Manager