Creative Director | Visuals & Marketing
I led creative direction for Fabio Scalia including two brick and mortar luxury salons and a line of professional hair care tools. We started with a full-scale website rebrand for elevating the brand’s visuals across digital, social, and in-salon marketing. I directed several multi-day photo and video shoots, influencer content, and ad campaigns across internal marketing, Google and Meta—all contributing to increased revenue and engagement with the brand. Together with the Fabio Scalia marketing team, we developed growth strategy, functional communication and rollout systems and established firm footing within the luxury salon and hair care space.
Once implemented, the strategy and content increased 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 photography used across web, ads, and editorial—overseeing everything from concept through final delivery. Throughout the process, I led visual storytelling workshops for the employees and mentored the internal team to ensure consistency in capturing content to maintain high quality visuals across the board.
Visit the Fabio Scalia Website for a more in depth look.
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.
Social Media Art Direction
I led the new creative direction for the brand’s Instagram and TikTok channels, coaching the in-salon team on best practices for capturing elevated, on-brand content. Through one-on-one training and the development of strategic, three-month content calendars aligned with blog posts, we increased website traffic by over 100%, grew our following by 20%, and boosted engagement by 10.4%. The refreshed social strategy not only educated our audience on hair care but also drove measurable growth in product and service sales across both salon locations.
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
