INDUSTRY: Hair Salon
LENGTH OF ENGAGEMENT: Ongoing client since 2004
SCOPE OF WORK:
Branding, positioning, corporate identity, website and moving announcement
Despite being an Aveda concept salon, Evolution Salon didn’t want their image to hinge upon that, especially with the growing number of Aveda salons in Denver. Through our research, we learned all the employees regularly donated time to worthy causes, and each year they select, as a team, one charity to receive 10 percent of the proceeds from their November product sales. Tapping into their philosophy of being more than just a group of people who cut hair, we created the theme of “Be Every Day Beautiful.” We departed from the typical execution of showing people with perfect hairstyles and instead tapped elements of a parallel philosophy, those of the yogic lifestyle. The homepage reveals their philosophy, and through the use of henna, we created stunning graphic images, which serve as the headers on each new section. We also utilized the theme as the address for the new site—www.beeverydaybeautiful.com.
The approach has bolstered loyalty among the salon’s customers. A noticeable increase has been seen both in new and repeat customers. The salon even moved to a new, larger space in fall 2008.