In 2013, CTN Salons approached marlo marketing to develop a soup-to-nuts brand identity for a quick-service women’s hair salon chain offering no cuts or color—just blowouts and dry styling. The business concept had already been introduced in other parts of the country, but Boston consumers and media were unfamiliar with the trend. CTN hoped to dominate the Boston market and then expand the concept across the U.S.
Develop a thoughtfully strategic brand, including:
- Company name, descriptor and tagline
- Visual brand identity and all collateral
- Brand language and all copywriting
- Pre-opening landing page; website design and development
- Interior and exterior signage
- Social media content, management and engagement
- Email marketing
- Public relations
- Complete significant competitive industry research before naming the company “Be Styled,” creating the tagline “be pretty every day,” and developing the brand’s nomenclature around hairstyles, gift cards, loyalty cards, and more.
- Determine a visual theme for the salon called “ethereal sophistication,” to serve as the inspiration for all brand initiatives.
- Create a logo that is feminine, romantic, and delicate, and interim messages/graphics, including a website holding page, ‘coming soon’ window graphics, and media/blogger mailers that teased the opening — “be prepared to be pretty.”
- Develop a color palette (pale blue, peach and charcoal gray) that distinguished the brand from other blowdry salons, that was then incorporated into the interior design.
- Design a dual-usage interactive website/in-store experience that allowed the guest to see photographs of all of the hairstyles based on specific hair color and length.
- Write all messaging materials and execute strategic media relations campaign.