K18 Seminar at the Kultuurikatel Tower

An inspiring training day for hairstylists

The K18 seminar at the Kultuurikatel Tower brought together hairstylists from across Estonia to discover the internationally recognized K18 brand’s refreshed identity, innovative products, and their practical application.

Our goal was to create a seminar experience that:

• presents K18’s new branding clearly and impactfully;
• provides real value to hairstylists, both in content and entertainment;
• highlights the brand’s personality through spatial design, the event program, and thoughtful details;
• results in a seminar day that is inspiring, professional, and memorable.

The challenge

How do you present the dynamic new identity of the international brand K18 to top Estonian hairstylists in a way that doesn’t feel like just another “sit-and-listen” training, but instead becomes an inspiring and energizing event?

Visual concept

K18’s new visual identity centers around bold, vibrant colors. Based on this, we designed a spatial concept dominated by large glowing color spheres, lighting effects, and accents that matched the brand’s tone of voice.

The decorations tied the space together, creating a cohesive environment where K18’s products could truly shine. Every production element was crafted to ensure the brand’s essence was perceptible to guests in every detail.

Content strategy & solution

A dynamic start:
As guests arrived, they were greeted by dancers, and the seminar kicked off with a burst of energy — Don Ulvik’s high-impact performance that immediately set a fresh tone for the day.

Event speakers:
We combined professional hands-on training by Sam Carpenter (UK) with an engaging interlude: Janika Koch-Mäe shared practical, real-life tips for hairstylists on maintaining their health and well-being.

Seminar results

100% brand focus:
From visuals to programming, every part of the production served one unified goal — to make the new branding tangible through all senses.

Client feedback:
“Definitely one of the best seminars we have ever organized for our clients. We felt supported and in good hands.” – ID Color

Impact:
A professional, memorable, and emotionally engaging brand launch that received wide praise from the hairstylist community.

Also check out the Italy-themed client event we created for Intense Growth Hub!