BRAND IDENTITY & WEBSITE — EDNA VIOLET HAIR & BEAUTY PARLOUR
Edna Violet Hair & Beauty Parlour is a luxury, Art Deco-inspired hair salon in Robina on the Gold Coast, founded by award-winning colourist Tamra Powell. Named after Tamra's grandmother, the salon needed a brand identity and website that matched the quality of her work from day one. This project was a full brand build — logo, print collateral, shop signage, social media assets, and a multi-page Squarespace website, all coordinated from London while Tamra was opening her doors in Queensland.
-
Tamra needed everything at once: a professional visual identity, business cards and signage ready for opening, and a website that would help new clients find her and book online. Her existing Canva logo had the right instinct — green, gold, Art Deco — but needed to become a full brand system. The site had to feel like a luxury salon, appeal to her core clientele of women 18 to 50+, and work hard for her in the background while she focused on the work itself.
-
Brand identity development
Logo design: horizontal and square lockups, production-ready
Business card design and print coordination — 250 cards, 420gsm, sourced from a supplier near Brisbane
Shop signage — CMYK-ready Illustrator files for road-facing and under-awning lightbox
Social media graphics: Facebook and Instagram at launch
Multi-page Squarespace website: Home, Services, Treatments, Team, Products, Contact, FAQs, Gallery
Booking system integration: Timely (migrated from Fresha mid-project)
Gift voucher integration
Domain connection and Squarespace Circle discount
Terms of service and privacy policy pages
-
Tamra was opening a physical salon at the same time as this project was running — fitting out a new space, building a team, and learning new booking software. Communication came in across email, WhatsApp, and Squarespace Markup, often in short bursts. A 9-hour timezone difference meant most of it happened asynchronously.
A detailed site structure spreadsheet was shared early so Tamra always had a clear picture of what was being built. Markup was used for live feedback on real pages, so she never had to describe changes in writing. When the booking platform switched mid-build, the site was updated without disruption. When she needed print suppliers near Brisbane or signage files for a local sign-maker, that was handled. The job expanded to meet what was actually needed.
-
The green and gold Art Deco direction came with the brand — the job was to make it coherent and production-ready. The logo was developed in horizontal and square lockups, designed to hold up on a large lightbox sign and on a small business card. Elegant rather than ornate — a reference to the era, not a costume.
The Squarespace site puts the salon photography front and centre, with the brand palette running throughout. Every page is structured around what a new client needs: services, booking, team, products. The booking call-to-action is visible everywhere. Business cards, signage, and social graphics all follow the same visual language, so wherever a potential client first finds the brand, it looks like it belongs together.
-
Edna Violet launched with a complete brand identity and a fully functioning website. The site is live, online booking is integrated, gift vouchers can be purchased directly, and the Squarespace Business Plan is connected to Tamra's GoDaddy domain. She has professional signage in place, business cards in circulation, and a brand that holds its own in a competitive market.
For a new business opening its doors for the first time, looking like you've always existed matters. The Purdie Studio credit sits in the footer: 'Website styled to perfection by Purdie Studio.'
Purdie Studio works with experienced professionals who are ready to build a presence that reflects the depth of what they bring. If that sounds like you, get in touch.
KIND WORDS
“I needed branding that truly reflected the heart of Edna Violet — something refined, memorable and aligned with the atmosphere and experience I wanted clients to feel when they walked through the door. What I have now is a cohesive and polished brand identity that feels true to me and the salon. It has given Edna Violet a much stronger visual presence and a more elevated, professional feel across everything. You have a real talent for creating something that feels both strategic and personal.”
Tam, Edna Violet Hair & Beauty Parlour, Robina Gold Coast
Like the look of this project? Let’s chat here!
I'd love to build a brand identity and website that reflects the depth of what you do.