I aimed to blend Douglas Carroll Salon’s website, social media, and print materials into a seamless brand ecosystem. By harnessing innovative strategies and encouraging teamwork, I crafted a brand presence that was both professional and inviting. This resonated well with their audience, striking the perfect balance.

This case study showcases how these efforts paid off by boosting user engagement and solidifying the salon’s brand identity. Through consistent messaging and aesthetics across platforms, they became more trusted by their target audience. This strategic harmony led to a noticeable increase in customer interaction and loyalty.

Moreover, strengthening the brand across all channels proved pivotal in differentiating Douglas Carroll Salon from competitors. This unified strategy underscored the salon’s commitment to excellence and customer satisfaction.

Brand Guidelines

Creating a brand guideline before starting a creative project is like setting the rules of the game – it keeps everything consistent. The guidelines created here cover everything from logo and colors should look to how DCS should sound in their messages. Having this blueprint means everyone knows how to play their part in showcasing the brand, and makes sure the business’s identity shines through in every piece of content. It simplified the creative process and made their brand feel like a familiar friend to their audience, no matter where they see it.

Web Design

The updated look and feel of the website reflects the salon’s stylish and contemporary vibe while enhancing the user experience through intuitive navigation. The integration of a shopping and appointment booking system in strategic locations made it easier for clients to schedule visits and purchase products, leading to improved customer engagement. To maintain a dynamic and engaging digital presence, a blog section was added. This blog/news page serves as a great resource for beauty tips and trends and is essential in driving website traffic and boosting SEO rankings.

Overall, the redesign and the introduction of new functionalities have elevated the salon’s brand and streamlined its operations.

Marketing Materials Refresh

My approach here involved a comprehensive review and enhancement of every piece of content – from digital to print, to achieve a cohesive and appealing visual style. I focused on delivering a compelling voice that resonated with their audience. By revamping their brochures, email campaigns, and social media content, I saw increased engagement and a stronger brand presence.

This makeover was more than just an update; it laid a solid foundation for future marketing strategies for the company.

Quick Pivot Marketing

In various instances, I’ve been tasked with crafting marketing materials under tight deadlines. For Douglas Carroll Salon, they sought to establish a reliable donation collection method through a landing page that echoed the salon’s brand, ensuring donors felt a seamless sense of trust throughout the process.

Rather than opting for the conventional approach of shipping bottled water, the salon decided to gather contributions for the procurement of exceptionally eco-friendly water filters—a truly ingenious solution. The urgency of the situation necessitated the campaign’s launch within a mere 48 hours, a challenge that we successfully met with creativity and efficiency.

My work with Douglas Carroll Salon showcases the strength of a unified brand ecosystem. By merging their website, social media, and print materials, it created a presence that’s both welcoming and professional. This strategy set them apart and deepened audience engagement. Establishing clear brand guidelines ensured consistency across all platforms, making Douglas Carroll Salon recognizable and trusted.

This case illustrates the impact of a cohesive brand ecosystem on business success, highlighting the importance of a consistent and resonant customer experience.

Our talent is both a craft and a science. It is both an industry and a culture. Our work outlasts fads & trends, yet guides the movement of them. Fanatical attention to detail is our commitment to our clients. We are not just a salon, spa, and boutique in Raleigh, after more than 30 years – we are part of the cultural fabric.

Content Highlight – DCS Ideology