The 2026 2-full-day salon
brand lock-in mentorship & campaign shoot.
A two-day salon brand intervention designed to define your salon’s identity for the year ahead, align your team, and install a clear 12-month growth marketing and content system — brought to life through a campaign that proves it immediately.
Two days. One brand direction.
12-months of purpose, intention and clarity locked in for you, your salon and team.
A focused two-day brand intervention designed to move your salon from intuition to clarity.
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Day one is dedicated to defining your salon’s purpose and intention for the 12 months ahead. Workshopping what matters most and locking a clear direction you can wake up to every morning knowing exactly what you’re building and why. Together, we define your signature brand identity for the year, align leadership around one clear path forward, and install a practical 12-month marketing, content, and team training framework your salon can actually follow. This includes building a clear growth and development map for your team, giving them direction, progression, and purpose beyond the salon floor.
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Day two is where the brand becomes real. The strategy, identity, and direction defined on day one are introduced to the team and activated through experience. The salon transforms into a live campaign environment, aligning the team emotionally and practically, refining looks through a brand-led lens, and executing a full campaign shoot that captures real craft, real people, and real energy. This day builds belief, pride, and momentum inside the team, while producing campaign assets that anchor the brand visually and culturally for the year ahead. The result is a unified, energised team, elevated standards on the salon floor, and a campaign that delivers immediate, visible proof of the brand in action.
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This is not a cost. It’s an investment in the foundation your business operates on.
Everything that follows in 2026; marketing, content, hiring, pricing, growth, is only as strong as the brand and identity beneath it. This two-day lock-in establishes the clarity, structure, and direction your salon will operate from, long after the campaign is complete.
Limited spots left for 2026
Day 1 — Brand Identity, Strategy & Direction
1. Brand Direction & 12-Month Objective
Define exactly where the salon and brand are heading over the next 12 months, what you are building, and what success looks like.
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2. Signature Brand Identity (Locked for the Year)
Lock one clear brand identity and lane the business will operate within for the year ahead.
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3. Brand Positioning & Market Differentiation
Define how the salon is positioned in the market and why clients should choose you over competition.
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4. Brand Aesthetic & Communication Rules
Set clear rules for how the brand looks, sounds, and presents across salon, digital, and campaign environments.
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5. 12-Month Marketing Strategy
Build a clear annual marketing plan outlining campaigns, key moments, priorities, and timing.
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6. Content System & Core Pillars
Establish a repeatable content system with defined pillars so content creation is consistent, intentional, scalable, meaningful and fun.
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7. Team Training & Development Framework
Create a structured 12-month training and development roadmap aligned to the brand and business goals.
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8. Leadership Alignment & Decision Framework
Install clear decision filters so leadership choices remain consistent with the brand and strategy.
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9. Campaign Creative Direction (Day 2 Brief)
Produce a clear creative brief translating strategy into execution for the campaign shoot on day 2!
Day 2 — Salon brand & team campaign photoshoot.
1. Brand Reveal to the Team
The brand is introduced properly to the team, clearly, confident, and inspiring, so the team understands the direction and feels part of something bigger.
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2. Turning Brand Into Behaviour
The team learns how the brand shows up in real life, how they move, speak, create, and represent it on the floor every day.
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3. Brand-Led Look Creation
Hair is refined and elevated through the brand lens, building confidence in finish, texture, and detail that carries back into everyday work.
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4. Campaign-Level Preparation & Polish
The team experiences what it’s like to prepare hair for a professional campaign, raising standards and sharpening craft.
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5. Live Campaign Shoot Experience
The salon becomes a campaign set, high energy, high focus, and high pride, capturing real people doing real work.
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6. Behind-the-Scenes Storytelling
The process, laughs, focus, and moments in between are captured, telling the real story of the team and the culture.
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7. Team Voice & Personality Capture
Individual interviews give the team a voice, building confidence, ownership, and connection to the brand.
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8. Leadership in Motion
The team sees the brand led clearly and decisively, creating trust and belief in the direction.
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9. Shared Momentum & Team Pride
As the day unfolds, belief builds — the team feels energised, aligned, and excited for the year ahead.
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10. Campaign Assets That Anchor the Year
The day ends with tangible proof — campaign imagery and content that the team is proud to share and stand behind.
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What you, your salon and team leave with:
What YOU, the salon owner leaves with from day 1:
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A written 12-month brand strategy in your hands, ready to implement immediately
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A clearly defined brand identity and aesthetic, locked for the year ahead
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A 12-month marketing and content roadmap your team can actually follow
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A practical team training and growth plan that gives direction, progression, and purpose
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Clear decision filters so future choices stay aligned and confident
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A sense of clarity, focus, and momentum, knowing exactly what you’re building and why
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A brand direction you can wake up to every morning and move toward with certainty
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What You Leave Day Two With:
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A fully aligned, energised team who understands the brand and feels proud to represent it
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A renewed sense of momentum, belief, and excitement for the year ahead
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A team that has experienced the brand, not just been told about it
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Campaign-level imagery and content the team is proud to see displayed in-salon and shared online
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Stronger team connection and shared ownership of the brand direction
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Elevated standards around craft, finish, and presentation that carry back onto the salon floor
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Increased confidence across the team to show up publicly and speak about the brand
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A tangible campaign moment that anchors the brand and unites the team
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A sense of pride that translates directly into better client experience and energy in-salon
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Visible proof that the brand is real, lived, and ready for the year ahead​​
​Your one-to-one mentor for the two days:
Daniel Mostyn
​Your two-day Brand Lock-In is led one-on-one by Daniel Mostyn, bringing almost three decades of global experience across cutting, education, mentoring, and brand building at the highest level of the industry. Daniel has consulted on brand and product strategy for O&M, evo, Natalie Anne Haircare, Revlon, GHD and Wella, while working closely with leading salon owners and creatives through cutting development, campaign shooting or one-on-one consulting, including Stevie English (Stevie English Salon), Faye Redfern (Salon Her), Dane Wakefield (Wakefields), Becc Snow (Alchemy Salon),Natalie Anne and many more. Daniel is also a regular judge for AHFA and fame team led by the journal magazine.
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Daniel’s approach bridges form, craft, leadership, and brand, helping salons move beyond intuition into clarity, alignment, and intentional growth. This is not outsourced consulting or surface-level strategy. It’s focused, experienced guidance from someone who understands how salons actually operate, how the consumer connects to identity and how brands are built from the inside out.
Testimonials.
From high profile brand builds, to artist collaborators, to Australia's largest industry media company, here are some of the journeys we have taken.
David Mannah Founder & CEO: M-division, The Journal Mag, AHFA & Fame Team.
Sheree Knobel
Founder: BIXIE Salon,
Global Redken Ambassador.
Stevie English:
Founder: Stevie English Hair. product r&d: POD by ECOHEADS/EVO/O&M.
Natalie Anne
Founder: Natalie Anne Haircare,
Consultant & Speaker.
The most important foundation to your business locked in for 2026 and beyond.
Your
BRAND & IDENTITY Investment
This is not a cost. It’s the foundation your business operates on.
Everything that follows in 2026, marketing, content, hiring, pricing & growth is only as strong as the brand and identity beneath it. This two-day lock-in establishes the clarity, structure, and direction your salon will operate from, long after the campaign is complete.
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$11,400 + gst
Launch promotion:
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9 early bird spots left.
10% off (save $1,140) on your brand lock-in makeover.
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January price: $10,260 + gst.
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Flexible payment options available.
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Offer ends 31st January 2026*​
