Hayles Styling is a personal styling company founded by Virginia Hayles. What started as a connection made by a good friend turned into one of the most meaningful projects of my early career. 

Though Virginia’s branding was hardly the first I had worked on, it marked the beginning of what I believed could be The Messenger. 

Virginia came prepared. Her moodboard was refined, intentional, and gave me exactly the kind of creative foundation I needed. Structured enough to guide the work, open enough to leave room for something unexpected. The task was clear: a brand identity that felt elevated and fashion-forward, built to attract a discerning clientele from day one. 

I tend to think of logo design as shape manipulation more than anything else. Finding the right forms, pulling them apart, and rebuilding them into something that feels inevitable. Virginia's suite came together that way. Struck with inspiration early on, I pulled colors, pieces, and textures together to explore what Hayles Styling's visual identity could be, building out a handful of possible brand directions before landing on the strongest candidates.

Three concept directions made the final cut. I felt that each represented a different interpretation of her vision, while true to the luxury position I was after. 

Virginia's taste made the collaboration easy. I often feel I know when something clicks. From there, it was about refinement: tightening the details, locking in the palette, and making sure every element held together as a full system. 

The finished identity is polished, considered, and unmistakably Hayles. For me, it marked something bigger than one project. It was the moment I started trusting my eye, my instincts, and my process.

BRAND FOUNDATION

2026