I worked with Sabrina, founder of Her Avenue, a collection of high-end hair salons in the Netherlands, to develop her growing vision for the ‘Her’ brand. With plans to introduce a Pilates studio and a women’s club concept, she needed an identity that could bring these new experiences together. We began by rebranding Her Avenue, creating a more sophisticated and cohesive visual identity that reflected how far the business had grown. From there, we developed Her Society as the wider brand, bringing together Pilates, a café, a beauty bar and the original hair salons. The focus was on giving each part of the business its own character while keeping a clear visual connection across the ‘Her’ family.