Case study
KDream One.
A luxury women's salon opens in Dubai Marina — and needs an Instagram presence that matches the address.
Context
A new salon in one of the world's most exclusive locations.
KDream One is a luxury women's beauty salon in Dubai Marina — hair, treatments, premium service. Tuesday to Sunday, 11h to 21h. Clientele: high-net-worth residents and visitors of one of the most exclusive marinas in the world.
The brief was clear: launch the Instagram account from zero, with a presence that matches the price point of the room. No template feels. No stock photos.
Approach
An identity built for the feed.
Sofia designed the Instagram launch identity from zero — the visual system, the tone, the first wave of content. The feed was conceived as one composition: posts that read individually but stack into a coherent grid.
She produced the first round of video content directly — and appeared on-camera in several of the pieces, giving the new account immediate human texture instead of stock-feel graphics.
- → Instagram brand kit from zero — visual system, palette, type
- → First wave of video content production
- → On-camera presence — direct, human, contemporary
- → Tone of voice + content templates for ongoing posting
Outcome
A launch that read luxury from day one.
KDream One opened with a feed already in place — visually consistent, on-brand, and ready for the Dubai Marina clientele. Local press picked up the launch (Fact Magazines Dubai), and the salon was operating in the kind of digital-first presence small luxury brands usually take a year to develop.