INDUSTRY Wellness/Beauty SCOPE OF WORK Visual Identity Realignment Brand Style Guide Website Skin Design Signage THE CLIENT SJ & Co is the original powerhouse brand of salon owner and industry disruptor, Sara Jade Chondros. With over 30 years of experience, this boutique hair studio in Melbourne has built a cult-like following — and not just because of their flawless colour work. It’s known for rewriting the rulebook in the salon world with 6am starts, appointment-only visits, no weekend appointments, and a refreshing emphasis on boundaries and wellbeing. This is a space where Sara Jade has redefined what a salon could be — calming, values-led and building confidence from the inside out. Over the years, it’s become a second home for clients (many now loyal friends) who feel deeply seen, heard and understood, walking out feeling not just polished, but completely recharged and empowered. THE BRIEF Sara Jade approached First Sense with a mission to bring the salon’s evolved ethos to life visually—something that could match the shift in energy, values, and experience she was creating within the four walls of the salon. It needed to feel soft yet confident, refined yet fresh, and reflect the kind of grounded leadership and intentional disruption she’s brought to the hair industry. Sara explained that the previous black and white aesthetic felt too stark and the previous typeface too fine for the warmth and vibrancy she wants the brand to convey. A softer, more inviting visual direction is needed. Recently teaming up with First Sense to also launch her own personal brand, Sara Jade’s vision for the salon rebrand was clear: to give SJ & Co the strength to stand tall on its own—anchored by its legacy, but empowered to thrive even beyond her name. THE PROCESS For the new visual identity, we crafted a visual language that echoed its calm confidence and culture of care. The custom typeface blends fashion-forward elegance with unexpected quirks, reflecting the salon’s duality: emotion and excellence, softness and strength. The move away from an ampersand symbol to a “+” symbol between SJ and CO was a deliberate choice — a subtle nod to connection and an elevated client experience. What really helped to bring it to life however was the rich, grounded palette we developed — soft blush, mustard, mulberry and clay — to visually represent the emotional space SJ & Co has cultivated. It’s a colour story that feels both calming and empowering. From there, a full suite of website skins were designed to guide the execution of the visual identity across this key asset, as well as new salon lightbox signage and window decals with cheeky, conversation-starting copy that gently tug at the heartstrings before driving bookings — every detail has been mindfully designed to elevate the brand experience. THE OUTCOME The rebrand has given SJ & Co a refined, cohesive identity that mirrors the elevated service they’re known for — reinforcing trust with long-time clients and creating immediate impact with new ones. Every touchpoint, from the updated signage to online presence, now works harder and smarter — delivering a seamless brand experience that reflects the salon’s unique rhythm and values. The elevated aesthetic has led to increased enquiry volume, stronger conversion, and a client base more aligned with SJ & Co’s ethos. Internally, the new visual identity has also boosted team culture and pride — empowering stylists to show up with the same intention and polish the brand communicates. It’s proof that in a saturated industry, success doesn’t come from shouting louder — it comes from aligning with a creative partner who leads with strategy, substance, and a sharp eye for what truly sets you apart.