200k+
impressions
35%
booking increase
1
new brand
Brio Salon & Spa
DESIGN + STRATEGY + PHOTOGRAPHY + COPYWRITING
Over the past year, I had the privilege of working closely with Brio Salon and Spa on a full rebrand, and it was an honour to be trusted with such an important step in their evolution. This rebrand is complete with new logos, icons, imagery, and typography.
The rebrand drew inspiration from organic, natural shapes and a grounded colour palette, reflecting Brio’s deep commitment to wellness and sustainability, as well as their use of environmentally conscious products. As part of the visual identity, I also incorporated their well-known 3rd Avenue sign, an iconic element that’s become part of their story and presence in the community, transforming it into a distinctive graphic symbol within the branding package. This balance of fresh, modern design with meaningful nods to Brio’s roots created a brand that feels both renewed and authentic, ready to connect with a younger audience while staying true to the loyal guests who have supported them for years.
Launched September 2025.
The new logo was designed to feel familiar while introducing a softer, more natural evolution of the brand. Maintaining the salon’s recognizable black and white foundation, the identity was refined through a custom palette of warm greys and creams to create a more organic and elevated visual language. This shift reflected Brio’s commitment to environmentally conscious practices and naturally derived products, creating a mark that felt modern, timeless, and aligned with the values of the salon.
Brand Voice
Brio's brand voice is warm, charming, and quietly confident. It's the sound of a friend who always knows the right person to book, never talks down to you, and makes a little luxury feel like part of a normal week.
How Brio Sounds:
Like a friend who knows things. The copy reads like a tip from your most put-together friend, not an ad. It tells you what's worth booking and why, and leaves out the sales pitch.
Warm, never stuffy. No spa jargon and no intimidating beauty-speak. Brio talks about treatments the way you'd talk about them over coffee, and everyone feels welcome in the room.
Confident without shouting. The brand doesn't need loud promos or big claims. It trusts you to get it, and if you know, you know.
The launch campaign generated over 200K impressions across Instagram, Facebook, and Google Ads. The Campaign focused on highlighting the rebrand while also shifting their visuals towards more purposeful, luxury in-house photography and visuals during the winter 2025 season. Google Das were targeted at audiences 18-30 in and around Southern Alberta, resulting in a 35% booking increase during the winter season, as the rebrand connected with a younger audience while retaining the trusted clientele the salon has serviced for the last two decades.
What Brio Stands For:
Everyday luxury. Quality products, skilled hands, and a space that feels special, all without the price tag or the attitude that usually comes with it.
A voice that shows up everywhere. The same tone carries across the website, social, booking emails, and signage, so Brio sounds like itself at every touchpoint.
Hospitality you can feel. The warmth in the copy carries into the space itself, from the greeting at the desk to the small details in the treatment rooms.
The Launch Campaign
The rebrand extended across every customer touchpoint, from the development of a new salon and spa menu to branded packaging, apparel, and promotional materials designed to transform Brio from a service-based business into a complete lifestyle experience. Social media became a key extension of this identity, with a strategy focused on capturing in-house photography that reflected the new art direction while seamlessly integrating carefully selected stock imagery. This created a cohesive digital presence that felt intentional, elevated, and recognizable across every platform.
A throwback to their original and iconic 3rd avenue signage, this brand graphic was created to remind guests and staff of where they began as they transition not just into a new location, but into a new chapter of their story. This simplified graphic takes Brio’s minimalist ‘forest’ sign and turns it into a versatile piece of iconography to be used across the brand and promotional materials.
The art direction established a new visual world for Brio, combining unique floral elements, softer natural photography, and intentional styling to create a more aspirational brand experience. A key focus was ensuring the photography represented a diverse range of hair types, textures, and styles, allowing the brand to connect with a wider audience while supporting the salon’s growth into barbering and increasing male bookings. The visual system worked alongside the refined logo to create a distinct identity that moved beyond traditional local salon marketing, positioning Brio as a lifestyle brand inspired by the worlds of beauty, fashion, and wellness. Taking cues from brands such as Aritzia and Saie Beauty, the goal was to create a sense of belonging and aspiration around the experience of the brand, not just the services offered.
