SERVICES
ART DIRECTION
SOCIAL MEDIA MANAGEMENT
CONSULTANCY
YEAR
2024-2026
INFO
The Loft Fifth Avenue is one of Dubai's leading luxury salon groups, with 21 salons across Dubai and Abu Dhabi serving the city's most discerning clientele. Inspired by New York's Fifth Avenue, the brand stands for fast-paced, high-end beauty with uncompromising quality.
THE BRIEF
With a fast-growing network of venues and a brand built on New York luxury, The Loft needed a social presence that matched its reputation. Over time the feed had gathered a mix of fonts, filters and styles. Capturing the luxury of 21 salons consistently called for a clear creative direction and a team structure to deliver it.
OUR APPROACH
We redefined The Loft's visual identity for social, creating a new branding kit with refined fonts and a luxury colour palette. We also redirected the photography towards a darker, moodier New York aesthetic with touches of black and white. We helped restructure the creative team's workflow and elevated the audio and captions. Together we built a cohesive grid that reflects the upscale experience inside every salon. The result is a social presence that feels as polished and premium as the brand itself.
