Brand specialist The Workroom has created a new look for Salon International, the UK’s largest hairdressing event.
Making a break from the traditional mainstream business-to-business tradeshow, this year’s Salon International, which opens tomorrow, will be rebranded as a dynamic fashion and style event, according to Nick Pettit, The Workroom’s joint creative director.
‘The previous look and feel was bland, and lacked real visual excitement, in a way that didn’t reflect the glamour, creativity and drama of the event itself,’ says Pettit, adding, ‘Salon’s new visual identity aims to create a total brand event, to target an extremely fashion-savvy audience’.
Using a bold retro typeface alongside judiciously cropped and edited photo shoots from last year’s show, The Workroom has created an identity that has been rolled out across press advertising, a direct mailing campaign, promotional materials and event collateral, as well as signage, posters and banners within the exhibition centre.
The Workroom has also created a new presentation for the Salon Live stage, which will host styling, colour and beauty demonstrations.
Nicola Lazenby, Salon International marketing manager, says The Workroom has taken the event’s promotional activity to the next level.
‘The Workroom has helped breathe new life into our 2008 campaign, and, most importantly, this has translated into really strong ticket sales for Salon International,’ she adds.