Case study · Brand guidelines

WHY Salon

Brand guidelines for a men’s salon going global · KSA

Client: WHY Salon
Studio: Digitalix agency
My role: Senior Graphic Designer
Year: 2023
Scope: Brand guidelines in seven sections · Stationery design

WHY Salon is a trailblazing men’s salon in KSA, and it is gearing up for global franchising.

The salon entrusted Digitalix with its brand guidelines, so that its image and values stay consistent across borders. The story below follows the four steps I use on every brand.

01 · Uncover

A success that has to travel.

The starting point was the salon’s own success. Building on its position as a trailblazing men’s salon in KSA, WHY Salon was preparing to franchise internationally, and every new branch would need to carry the same brand image and values.

02 · Define

Seven sections to carry the brand.

The guidelines span seven key sections, built to equip each franchise to continue WHY Salon’s success story: Logo, Typography, Colors, Stationery design, Brand images system, Logo placement in social media, and Branding applications.

The first three set the foundation of the brand: how the logo is used, which type speaks for it, and which colors carry it.

The Typography section, showing the primary and secondary typefaces

The Colors section, showing the primary and secondary color palette

03 · Narrate

More than rules.

This work is more than a set of rules. It is a commitment to maintain the essence of WHY Salon while it embarks on a global journey, rooted in the principles that made it a success.

That is why the guidelines also cover how the brand speaks through images and social media, so the story stays recognizable wherever it is told.

The Branding applications section, with uniforms and shop signage

04 · Express

Stationery that carries the system.

Stationery elements were designed collaboratively, enriching the brand’s visual narrative and showing franchises how the guidelines translate into things people hold.