Creative Director | Visuals & Marketing
I led a full-scale website rebrand for Fabio Scalia, elevating the brand’s visuals across digital, social, and in-salon marketing. Over the past year, I directed and produced original photo and video shoots, influencer content, and ad campaigns across Google and Meta—all contributing to increased engagement and sales.
Our Instagram views grew by 41.5%, with a 10.4% boost in engagement, and website traffic more than doubled. I also captured salon and product imagery used across web, ads, and editorial—overseeing everything from concept through final delivery. Throughout the process, I led visual storytelling workshops and mentored the internal team to ensure consistency and growth across platforms.
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Website Rebrand
I provided creative direction for the full rebrand of the Fabio Scalia website, leading a collaborative team that included a copywriter, designer, and SEO specialist. Together, we restructured the site to align with Google Ads strategy and keyword performance while elevating the visual storytelling throughout. I directed all imagery updates—curating, editing, and capturing select photography myself—to reflect the brand’s sophisticated identity and high-end services. The result is a modern, performance-driven site that balances beauty and functionality.
Fabio Scalia Brand Video
I concepted and directed this brand video to debut on the newly refreshed Fabio Scalia website, highlighting the elevated salon experience across both locations and introducing their new line of luxury hairbrushes. Working closely with a producer, videographer, glam team, and three models, we brought the vision to life—capturing the essence of modern luxury and authentic moments of care, beauty, and transformation. From initial concept through final cut, I led the creative direction to ensure a cohesive, premium visual story aligned with the brand’s refined identity.
Blog Rebrand
I led the creative rebrand of the Fabio Scalia blog, reimagining the visual language and content strategy to better reflect the salon’s elevated identity. From formatting to art direction, I introduced a more modern, editorial approach—developing a cohesive system for creating original content and thoughtfully selecting stock imagery. The result is a refined and engaging platform that feels both informative and aspirational, aligned with the luxury and expertise of the Fabio Scalia brand.
Photography
