Toni & Guy
From Educator to Icon: Redefining Hair, Fashion, and Future
Challenge
How can a globally renowned salon brand evolve with fresh vision while celebrating its legacy?
Approach
LuminAura worked intimately with the UK Head Educator at Toni & Guy to define and direct a new personal brand narrative — fusing avant-garde artistry with timeless technique. From this, we co-developed a concept-driven campaign for their annual showpiece event, blending editorial fashion, technical precision, and immersive storytelling.
Results
• Launched a forward-facing creative identity for Toni & Guy’s UK education lead
• Reframed Toni & Guy’s artistic legacy through cinematic campaign content
• Sparked renewed excitement and innovation across the annual brand showcase
Toni & Guy
From Educator to Icon: Redefining Hair, Fashion, and Future
Challenge
How can a globally renowned salon brand evolve with fresh vision while celebrating its legacy?
Approach
LuminAura worked intimately with the UK Head Educator at Toni & Guy to define and direct a new personal brand narrative — fusing avant-garde artistry with timeless technique. From this, we co-developed a concept-driven campaign for their annual showpiece event, blending editorial fashion, technical precision, and immersive storytelling.
Results
• Launched a forward-facing creative identity for Toni & Guy’s UK education lead
• Reframed Toni & Guy’s artistic legacy through cinematic campaign content
• Sparked renewed excitement and innovation across the annual brand showcase