ProHair is a family-owned New Zealand distributor of salon-exclusive hair and beauty brands. For the past ten years, they were known in the salon trade as Davroe, the Australian range they distributed. To grow a portfolio of different brands alongside it, ProHair first had to exist. The brief was to tell the company's own story, one that could earn attention and carry trust without competing with the flagship it had spent ten years serving.

Built for Busy became the core idea. A brand shaped entirely around the stylists, salons and self-stylers it serves, designed to remove friction and argue for competence over luxury. The essence, Confidence in Motion, runs through the identity. A geometric visual identity broken by a single curve, order interrupted by movement. Bold typography for headlines, clean working copy, and a grounded, earthy palette that reads premium without straining for it.

The work ran end to end: strategy, positioning, marketing, internal processes, packaging, print, communications, social and a Shopify website. Over the six months after its September 2025 launch, the website improved its abandonment rate from 83% to 65%.