TwentyOne01
ProJect SummAry
TwentyOne01 is a new hair salon started by Nikki Horne in the middle of the Covid crisis. She needed a full suite of services to launch her business from the ground up!
My Responsibilities
Brand Identity
Web Design
Organic Social Media Marketing
Local SEO
TIMELINE
Two months for the brand and web design, social media marketing, local SEO, and content marketing is an ongoing contract.
INTERESTING FACTS
This is one of my favorite projects, because Nikki thinks out of the box and has given me a lot of creative freedom.
CHALLENGEs
The site had to be integrated with an external online booking system with limited customization capabilities for easy online booking.
NEXT STEPS
Cross Branding
Paid Social Advertising
In-Store Events
BRAND IDENTITY PROCESS
LOGO DEVELOPMENT
Synopsis
Nicole wanted a fresh and bold brand that was simple and text-based. My process usually starts messy, I allow my self to play, move fast, and make mistakes. I usually skip sketching on paper for brand identities and go straight to my old favorite, Adobe Illustrator. I felt that the version of the logo was stronger, because the numeric 2101 functioned ad a brand mark, but the client ultimately wanted to go with something more text based. In practice on social channels it looks great.
MOOD Board
Since Nicole was opening a brand new salon and did not have many professional quality photos, she and I chose a huge set of photos to match her services, brand style and voice. Nicole is deeply committed to inclusivity and social justice issues, and wanted her brand to be extremely vocal about servicing all gender identities and hair types. These images became the foundation of her bold, colorful brand.
COLOR PALETTE
Pulled directly from our mood board images, the TwentyOne01 brand has a riot and range of bright colors.
BRAND VOICE
Fun, Friendly, Personal, Inclusive, Giving, Loving, Socially Conscious, Giving Back
Nicole believes deeply in Black Lives Matter, Gender Inclusivity, Equal Rights for ALL, and Social Justice. She partners with Bethesda project, and once a month opens her salon to give haircuts to the houseless. She offers deep discounts for service workers, even if they are currently unemployed.
WEB DESIGN PROCESS
EASY. Nicole is a dream to work with and gave me complete creative freedom to play. She delivered the copy in our shared Google drive, and then i just got to experiment with COLOR and design. The only roadblock was the checkout integration with Phorest, a salon management software that’s a little clunky and not supported well, but we MADE IT WORK.
We implemented on-page and local SEO in conjunction with the launch of the site and plan to do more as we grow.
In the future, I plan to add the Instagram feed to the site and perhaps utilize WIx’s internal online booking platform. But for now it looks great. And 👀 we noticed TwentyOne01’s closest competitors quickly upgraded their websites in response.
See TwentyOne01 in Action!
LESSONS LEARNED
Synergy is everything. Finding clients who match your energy and style is invaluable. Trust and a shared mission is everything.
