Humanising a not-for-profit membership organisation

National Hair & Beauty Federation


To develop a creative campaign and identity to change perception of the NHBF from Covid information providers into an empowering, inspirational force for the industry. To develop positioning to connect and build relevance with members, to humanise the brand and make it more inspirational.


To encapsulate all of the different activities in the NHBF programme in a disruptive way to capture members attention, define the role of the NHBF now and moving forwards, whilst always remaining true to the brand.



We needed to tell a complex story at a complex time and wrap up and communicate all the different elements of a business recovery programme under one umbrella concept. We created storytelling around the campaign by putting real members at the heart of it and developing a proposition, byline and messaging to support the visual narrative.



The delivery of a B2C campaign for a B2B audience, which connected and built relevance with members by enabling them to see themselves within the organisation. We delivered campaign guidelines and assets including the identity, key messaging, typography, colour palette, templates, photography and illustration principles.


Art Direction



Tom Shaw


Scott Heavey

Hair & Make-up

Samantha Cooper