Hair On Wheels By Dana

The Challenge:Mobile service brands often struggle to convey the same level of luxury and professionalism as a physical salon. For "Hair on Wheels by Dana," the challenge was to create a visual identity that felt premium and trustworthy, while communicating the unique convenience of a stylist who comes to you. The brand needed to appeal to busy professionals, parents, and teens alike.

The Strategy:I developed a brand system that celebrates Dana Smith’s 30-year legacy. The strategy centers on "Accessible Empowerment"—positioning the service not just as a haircut, but as a confidence-boosting experience tailored to the client’s lifestyle. The visual language was crafted to feel modern, clean, and highly professional to mirror Dana’s expert skill set.

Design Highlights:

• Visual Identity: A sleek, sophisticated logo system that emphasizes movement and professional care, paired with the catchy and clear tagline: "Bringing Beauty to Your Doorstep!"

• Typography & Palette: Utilizing high-contrast, elegant serif headers (Playfair Display) paired with clean sans-serif body text (Akzidenz-Grotesk) to create a timeless, salon-quality feel.

• Photography & Mood: Curated a visual direction that focuses on the "transformation" and the joy of natural hair, using warm, inviting imagery to build immediate trust.

• Social Media & Digital Strategy: Designed social media mockups and marketing collateral that focus on educational "how-to" content and clear calls-to-action (CTAs) for easy booking.

The Result:A cohesive, professional brand kit that elevates Dana’s mobile business to a premium level. The new identity provides a consistent experience across physical and digital touchpoints, making the brand as mobile and versatile as the service itself.

Key Deliverables:

• Comprehensive Brand Kit: Primary and secondary logo marks designed for versatility across print and digital media.

• Typography Suite: A curated selection of fonts that balance elegance with functional legibility.

• Marketing & Social Media Assets: Targeted templates for Instagram and SMS marketing to streamline client communication.

• Print & Digital Mockups: Visualizing the brand on business cards, promotional flyers, and mobile interfaces.

• Brand Voice & Guidelines: A set of standards to ensure a consistent, empowering message across all platforms.