The project began with a workshop alongside the Manifest team and a group of high-profile salon industry experts. I then led the naming exploration, researching and outlining a range of naming strategies with a shortlist of options. One direction drew on lumen (light), and my suggestion within it, Lumaire, was refined by the team into the final name.

With a broad starting point and input from several stakeholders, finding a visual direction took time. I created three of the five moodboards presented, spanning a spectrum of approaches, which helped the client settle on a direction. From there I designed every element of the identity myself, with the Design Director reviewing work before each client delivery.

For the mark, I researched symbols tied to the industry and the platform's purpose: light, braids, scissors, stairs and mentorship, mirrors and upward movement. The final logomark is a stylised "L" built from interwoven shapes, creating a rhythm that recalls braiding and craft, while layered segments suggest steps of progression and growth. A confident colour palette and custom icon set blend graphic and hand-drawn elements, reflecting LumariPRO's balance of human mentorship and AI-powered tools. Graphic devices extend the system across the platform, including a visual distinction between industry experts and the salon owners they support.

The brand is now live across LumariPRO's subscription platform, website and social channels.