BodySpa Salons – brand strategy & creative direction

Brand strategy and creative direction for a salon collective reimagined for the next generation of beauty pros.

Context
BodySpa started in Las Vegas as a rental space for beauty and wellness professionals. When they decided to expand into Los Angeles, they needed a brand that could match the edge and ambition of the new crowd they were attracting.
LA is a different scene. Artists here want more than a place to work. They want a brand they can be proud of, something that reflects their taste, hustle, and individuality. That’s where the rebrand began, a collective built for the bold.

The Challenge
How do you turn a simple rental model into a brand people want to be part of?
The goal was to shift BodySpa from being a functional space into something that felt elevated and intentional. A brand that felt just as polished and creative as the professionals it was built for. One that said: you belong here.

The Outcome
BodySpa now looks and feels like a destination. The rebrand introduced a high-impact identity and a more focused voice that speaks directly to rising talent. With strong visuals and a modern vibe, the new system helped boost visibility, attract the right people, and give the brand real staying power in LA’s competitive beauty scene.

What I Did

Strategy & Positioning
Partnered with the CEO and Creative Director to reposition BodySpa as the go-to collective for independent beauty pros. Built a strategy that merged aspirational design with real business value.

Naming
Helped refine the brand architecture and naming system so everything felt consistent and elevated.

Brand Identity
Designed the full identity system: logo, colors, type, layout, and image direction. The look was inspired by editorial beauty and high fashion, with black-and-white portraits and a bold purple accent to make it pop.

Experience Design
Led the design of the website to feel clean, intuitive, and benefit-driven. From web to print, every touchpoint was built to reflect clarity and confidence.

Creative Direction
Directed creative across every visual platform: OOH, print, web, and sales materials. Made sure everything told the same story and felt aligned with the kind of beauty professional we were trying to attract.

Role: Brand Strategist, Lead Designer

Agency: 118 Advertising