Identity Studies

Kelly Lui Hair Studio

This was a quick study for a friend on how she could change and rebrand her business to attract the clients she wanted. Her goal was to reach people who considered themselves edgy and wanted fun color projects rather than the more conservative balayage and highlight treatments she was used to providing.

The ideas move through expressive lettering, vivid pink, orange, green, and black, social graphics, street signage, appointment cards, and campaign posters. The work is intentionally less restrained than a traditional salon identity because the desired clients needed to recognize creative permission immediately.

The result is not one rigid answer, but a compilation of directions showing how the salon could become bolder at every point of contact—from a phone screen to the sidewalk outside the studio.

Autolux Mobile Detailing

Autolux is a self-initiated luxury mobile car-detailing concept. The audience is owners of premium vehicles who want on-site service but still need the company to feel secure, careful, and worth trusting with an expensive car.

The concept combines automotive luxury with water, shine, and a concierge-like tone. A layered droplet suggests cleaning, protection, and precision. Gold on black gives the mobile service a premium presence without becoming loud.

The identity extends through a primary mark, symbol variations, a restrained lockup, and service-vehicle graphics. The van is especially important: before a detailer touches the car, the vehicle and uniform already need to communicate that the service understands care, privacy, and presentation.

Together, Kelly Lui and Autolux show two different uses of identity design. One creates permission for expressive transformation; the other creates confidence through control and restraint.