What is the Objective?
The primary objective for this project was to rebrand an existing business that lacks a basic foundation and overall brand identity. From developing a new brand story to redesigning the logo, creating ads, and landing pages, the goal is to create collateral pieces.
Who is the Target Audience?
The target audience is mainly directly towards women and come from various income brackets and occupations, including students, working professionals, and retirees, primarily falling within the middle class and upper-middle class. Some characteristics they share is the willingness to invest in higher quality services and they tend to be repeat customers.
What is the Current Branding?
01. Outdated
The overall style of the imagery and visual choices are outdated.
02. Not representative of the overall business
When looking at the elements and colour palette, it doesn't align with the perception of what a nail salon should be. In colour psychology, Grey is normally associated with negative words such as neutrality, boredom, old age, and uncertainty.
03. Inconsistent
In the Facebook cover and profile picture, not only is the logo not used, but it introduces the colour red. The inconsistencies create confusion when trying to identify the brand as well as the reputation.
Logo Sketches
The initial sketches of the logo was meant to focus on making the brand approachable and friendly by modernizing the brand and emphasizing that it is a place that is up to date on the latest trends. Since the main audience is towards women, I also wanted to explore potential symbols of femininity while still having a clear meaning and direction.
Deciding to rename the salon to E&E Nail Studio was meant to emphasize that we specialize in nails. A studio is where art is created and where creativity flows, much like how each nail design is a work of art.
Logo Design
The logo demonstrates the simplicity yet creative and luxurious feel of the business. The softness is meant to add onto the welcoming and approachable aspect of E&E Nail Studio to make our clients feel at ease and trust in our services. As well as to highlight the artistic and creativity of our designs.
A challenge I faced was deciding the colours of the logo, especially when trying to decide what needed more precedence over others.
Logo Breakdown
The pairing of the Allenoire display font with the simplicity of the logo creates visual contrast. As well, containing the logo in a circle makes it more friendly and approachable. The logo has many visual meanings, but in all aspects, it is related to the business.
Colour Palette
Overall, the colours are specifically chosen to represent femininity, creativity, blooming, and beauty. In colour psychology, purple is used to encourage creativity and often associated with royalty, luxury, and sophistication. While Pink is associated with imagination, passion, and beauty.
Stationary Set
To create cohesive material, colour played a huge part in tying everything together and creating a bright and vibrant mood.
Loyalty Card & Stamp
A loyalty card and stamp were chosen as one of the custom designs that are suited for the business, since majority of customers come back for the same services. The logo on the stamp further helps customers recognize the brand.
Bus Ad
I chose to do a bus ad for one of my campaign ads since walking traffic is the best way to attract new customers. The main purpose of this ad campaign was to encourage new people to try out our services and potentially convert them into loyal customers.
Voucher
In addition to making the customers feel valued by offering discount vouchers as a limited promotion, it highlights one of the key selling points and differentiation of E&E Nail Studio: affordability.
Landing Page
As apart of the other campaign ad, this one in particular is meant to attract existing and potential new customers to come in to get pampered and glammed up for any special event. This ad can build a level of trust while informing people of the services offered at E&E Nail Studio.
The challenging part of creating a responsive landing page was figuring out what to put to make it more appealing and make people want to click on. Since the chosen imagery was quite specific, it was more difficult to find. However, I felt as though the image tied into the campaign well and created necessary impact.
The Main Issues:
01. Lack of brand presence
Without distinct visual elements and consistent branding across platforms, it's hard for the business to stand out from competitors.
02. Consistency
There is no established logo, colours, and typography for the original brand.
03. Lack of connection between brand and customer
Without any engagement with the customer, it feels very one sided and static.
Key Takeaways:
01. Design and business go hand in hand
The nail salon industry is saturated with numerous competitors, making it challenging to differentiate businesses. Design can serve as a powerful tool to create a unique niche and attract customers.
02. Making decisions based on your target audience
To be able to form a connection and to create emotion for your target audience, every decision needs to be thought out.