The Challenge

We needed to retain clients through a salon move and reposition the brand to attract natural-minded, health-conscious clientele without alienating current clients.

We would also need to determine visuals and messaging that would clearly communicate Patty’s vision to her clients and colleagues.

Outcome

We aligned Patty’s brand values and ideal client to craft messaging and visual identity that was applied to everything from a new identity system to the salon’s interior decor.

Six months later, client retention was higher than expected after relocating to the new salon, and Patty said, “My clients love the look and feel of the new brand.”

Discovery

In our first strategy session we established Patty’s brand attributes, positioning statement, and client personas. In our second session we prioritized revenue streams, marketing outlets, and productivity goals.

Positioning

Patty Brown Hair Design provides natural hairstyling and beauty services to health-conscious customers in a creative environment with a personable voice helping them feel beautiful and revitalized.

Direction

Using insights from our strategy sessions, stylescapes were created for each client persona. These helped bring alignment to the overall look and feel before the brand identity was created. We also included decor inspiration that gave styling direction for her new space.

Design

When redesigning Patty’s mark, the essence of the original layout was retained with refreshed typography and colors more suitable to her new positioning. An expanded identity system included a primary and secondary logo mark, icon, and badge variations. Guidance was also given on interior decor layout and colors. This goal was to reenforce Patty’s brand values and visual identity, and to help establish a unique positioning in her new location.