Wayne Li
Brand identity and website for a Hong Kong personal stylist.
A Hong Kong-based hair colourist whose reputation is built on precision and deeply personal attention. His goal was to become the city's number one colourist in standing, not just in skill, serving influential women who hold their image to an unforgiving standard. To get there, he needed to close a significant price gap between himself and Hong Kong's top-tier stylists, build a personal brand that commanded instinctive trust, and establish a digital presence that could do the convincing before a client ever walked in.
Process and Strategy
Wayne had the skills. What he lacked were the elements that make affluent clients instinctively feel a service is worth the price. I began with a strategy session to understand his philosophy and the patterns he noticed in his best clients. Four values emerged: precision, care, empowerment, and connection. Already present in how he worked, the strategy made them communicable, tied together by the big idea "Own Your Colour."
Creative Solution
The identity leaned into understated luxury: ivory and warm taupe with rich black accents, a minimal modern wordmark paired with a soft sans serif for editorial moments. The website carried this into a single scrollable landing page built around progressive disclosure, with each section navigable by anchor link and also produced as a static slide for sharing, localised in English and Traditional Chinese.
Results
For the women this brand was built to attract, the frustration is not finding someone who truly listens, who treats them as individuals rather than appointments. The brand Wayne Li now presents gives them a reason to trust before they ever book. Clients responded to the website as a genuine step up, a signal of seriousness that matched what they were already paying for. New clients book at an average of HKD 4,000 per service, up from HKD 3,000 before the rebrand.
Wayne Li
Brand identity and website for a Hong Kong personal stylist.
Brand Identity
Brand Strategy
A Hong Kong-based hair colourist whose reputation is built on precision and deeply personal attention. His goal was to become the city's number one colourist in standing, not just in skill, serving influential women who hold their image to an unforgiving standard. To get there, he needed to close a significant price gap between himself and Hong Kong's top-tier stylists, build a personal brand that commanded instinctive trust, and establish a digital presence that could do the convincing before a client ever walked in.
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