The Rumours Are True



The seed was planted | How it began





Who Are The Rumours Are True?

A bold, fun and bright hair salon located in Newport, Melbourne with one single goal in mind; for clients to come as a guest and leave as a friend. Settling for no less than exceeding client expectations through exceptional hair, education and an unforgettable experience. ​​​​​​​​​​​

Behind the name:

Positive paparazzi. Our clients are the cover person, they’re the star of the magazine and we roll out the hot pink carpet. We normalise diversity and attainable, real beauty standards. Redefining what a ‘cover person’ is. Everyone in our eyes is a cover person.

What makes them different:

They’re all about transformation.

In both clients and team member’s lives.

Clients are taken on a journey. They are in one state of mind (feeling) when they walk through our doors for their appointment and when they leave our space, they’ve been totally transformed from the inside out, they feel empowered.

They’re real.

It’s important to The Rumours Are True that they flip the narrative. Turning the negative connotation ‘paparazzi’ has amongst society into a positive. Positive paparazzi.

They are community-driven.

And deadly serious about the love, care and expertise in educating and transforming the state of their clients through products, services and most importantly down to earth, high-touch experiences.

Thank you for making me fall wholeheartedly in love with my brand all over again!

~ Loz Main, Founder & Director of The Rumours Are True

Before the bloom…

The growth experience | What we discovered

The desired outcome:

As The Rumours Are True began dreaming up their expansion plan, they felt the existing branding needed to be in full alignment to what they where they were headed. Loz felt their look never quite ‘felt’ or suited them, describing the presence as manic. She wanted her branding to reflect her vision to be so clear and for people to recognise The Rumours Are True instantly.

Brand ethos:

Integrity, Empowerment, Education

Brand feels:

Fun, Down To Earth, Cheeky, Bold, Playful

The brand | Our bloominous process


  • Visual Rebrand: aka. Overhauled their logo and built out varieties into a full-blown suite, fonts, colours and imagery to reflect their growing vision 
  • Style guidelines and advice on how to carry out consistency to all platforms, aka. how to use their new visuals 
  • Suite of illustrations and graphic elements throughout
  • Sister brand identity creation including: Rumourversity and Fake Rumours
  • Creative direction on how to style a variety of graphics across multiple platforms to reflect the vision and consistency of brand aesthetics

Or, in The Rumours Are True’s words:

Brand got a little regrowth? We’ve got you, guuuurl

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