THE VANITY
MINI BRAND • THE PROLOGUE COLLECTION
Kasey had built something special with her bush home salon—a peaceful retreat where clients could escape the rush and really connect. But being out of town meant the right people couldn't always find her, and she knew she had more to offer than her current location allowed.
The move to town wasn't about abandoning what made her salon special. It was about bringing that same unhurried, personal experience to a place where more people could discover it. She needed a rebrand that honoured her "bush to boutique" journey while positioning The Vanity as something entirely new—a salon that felt like visiting a longtime friend who just happened to be incredibly talented.
The challenge was creating a brand that captured her unique approach: quality over quick fixes, relationships over transactions, and hair that works with real life rather than just looking good in photos.
The Brief:
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Mini Brand Design - The Prologue Collection
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July 2025
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Wagga Wagga, NSW, Australia
The Outcome:
The rebrand captured everything that made Kasey's approach special while giving her the professional presence to thrive in town. The new identity feels warm and established—like a place that's been quietly building lasting relationships for years.
We developed messaging that speaks directly to her ideal clients: women who value authenticity, want hair that works with their actual lifestyle, and are looking for a stylist who genuinely cares about how they feel when they leave. The "hair that tells your story" tagline perfectly captures her relationship-centred approach.
The Space:
Since the rebrand, The Vanity has successfully made the transition from bush hideaway to sought-after town salon. Kasey recently opened her new space on Heath Street in Turvey Park, bringing the brand guidelines to life in every detail—the rich brown cabinetry perfectly matches the "Old Copper" and "Espresso" from the color palette, while the forest green storage units and warm timber floors create that elevated but welcoming feeling. The exposed brick adds character that bridges the "bush to boutique" concept, and thoughtful details like the brass fixtures and rounded mirrors maintain the refined but approachable aesthetic we developed.
The physical space perfectly reflects the brand strategy, creating that sanctuary quality while Kasey's maintained everything that made her original salon special—the unhurried appointments, genuine conversations, and personal touch—while attracting the quality clients who truly appreciate what makes The Vanity different.
"Sometimes you just need someone to professionally stand up and say here it is!!!"
“Thankyou Jess! You far exceeded my expectations and idea of what my new branding could look like. I have enjoyed the process from start to finish. I love that you are not afraid to give your input on how the brand can look and feel. Sometimes you just need someone to professionally stand up and say here it is!!!”
Kasey - The Vanity Hair Salon