Beyond the Bottle.
NAK Professional - Brand Identity & Creative Direction
Born from the salon, NAK Professional represents the technical and creative heart of NAK Hair — a professional-first range built on more than two decades of salon experience, product innovation and education.
As part of the continued evolution of the NAK Hair brand, I led the creative direction and visual refresh of NAK Professional, developing a more distinct identity for the professional arm of the business while ensuring it remained connected to the broader NAK brand.
Building on the visual language established through recently rebranded professional products, including Liquid Gloss, I developed a new graphic system centred around bold typography and geometric forms. A new NAK Professional logo and supporting visual language were created from this system, providing a flexible identity that could extend across education, product, digital and campaign applications.
Born in the Salon.
Alongside the identity refresh, I conceptualised and art directed an original editorial photoshoot for NAK Professional. NAK’s photography had traditionally centred around an Australian lifestyle aesthetic, so I saw an opportunity to introduce a more fashion-led, editorial approach that reflected the creativity and technical expertise of the professional hair industry.
As Creative Director and Art Director, I had significant creative ownership of the project, developing the concept and visual direction from the ground up and working closely with the photographer, stylists and wider creative team to bring it to life. Having designed NAK’s annual education program for several years, I was also able to approach the shoot with its final application in mind — considering composition, cropping, movement and image selection as part of the overall design process.
The project came full circle through the design of the NAK Professional Education Program, where the new identity, graphic system and original photography were brought together into one cohesive visual experience.
Taking the project from brand concept and identity development through to art direction, photography and final design made it a particularly rewarding project and an opportunity to shape a new creative expression for NAK Professional from start to finish.
