Nova Hair & Beauty relocated in 2019 to a new space near the Neude in Utrecht. I was responsible for both the online and offline branding.

The owner has Indonesian roots, and we immediately felt that this was the heart of the concept. Instead of keeping it subtle, we chose to fully embrace it. Our goal was simple: clients should feel like they’ve stepped into a warm, tropical space where they can truly unwind, even though they’re in the middle of a busy city.

While many salons lean towards clean and minimal, I advised creating something softer and more inviting. A kind of urban jungle. Calm, warm and immersive.

I translated that vision into the full brand experience. From the visual identity and website to the interior styling and small in-salon details. Imagery, materials, tone of voice, music and even scent were all aligned to create one consistent feeling.

This project shows that I don’t just focus on aesthetics. I think about the bigger picture. How does a brand feel? What does the client experience at every touchpoint? And how do you make sure everything, online and offline, tells the same story? I developed and executed that from concept to reality.

I’m currently still managing their Instagram and TikTok, making sure the brand feeling stays consistent and relevant online.