Mosaic Case Study
Mosaic offers incredible salon studios for professionals in the beauty industry. Their goal is to make it possible for salon professionals to own and successfully operate their own business with a streamlined process.
Brand Audit & Assessment //
In this phase we conduct an analysis of the current situation of the brand. We look at what you currently have, any existing collateral, what's working, and what's not working. We assess various criteria: relevance, difference, and equity.
The current logo for Mosaic Salon Group is very busy. It attempts to communicate the way different individuals with unique personalities and talents come together to form a big picture, but it is too literal.
The colors are dull and they do not reflect the energy nor sophistication of the brand.
Brand Brief //
At this stage, we articulate our client's needs, and determine the challenges they are facing. We also look at what opportunities lie ahead of us, and what goals we need to accomplish.
Our goal is to revitalize the Mosaic Salon Group brand and update the company’s look and feel in a way that not only communicates more clearly the identity and uniqueness of the company, but also sets them apart from competition. Our concept aims to build awareness, foster instant recognition, and amplify differentiation.
Challenge: Generate interest and desire.
Competitive Analysis //
At this point, we look at what competition is doing. Sola Salon Studios and Ultimate Salon Studios represent the only two competitors of Mosaic Salon Group in the state of Washington.
Audience Research //
Here, we analyze the target market and look at the different factors that influence customer behavior such as: demographics [gender, age, location, family size, income, education, and occupation], psychographics [lifestyle, social class, beliefs, fears, values, motivations, behaviors].
61% of all salon businesses are owned by women and 85% of individuals in personal appearance occupations are women, according to the Bureau of Labor Statistics. Based on those statistics, it seems safe to conclude that the primary target audience is majorly professional females, ages 30-60 who have had previous experience in the salon industry and were able to form their own clientele.
Brand Strategy & Solution //
We created a strong visual identity for Mosaic Salon Group. The solution caters to both customer groups: the artist and the business savvy. It does so through a fine balance between playfulness and seriousness.
Brand Visual Identity //
The logo, colors, typography, textures, imagery, and patterns.
We focused on distinctive and fashionable letter-forms emphasizing individuality and sophistication. The type we chose for the logo is very elegant yet unrestrained. It communicates professionalism without boundaries.
Colors & Typography //
Black and white represent the hallmark of high-end design in the fashion and beauty industries. The more elegant and expensive the brand, the less colors it uses. The color palette expresses ultimate sophistication, timelessness, and a touch of modernism.
Content Strategy //
Strategies change depending on the goals each client is seeking to accomplish. Some clients need to raise awareness, others focus on differentiation or establishing a loyal customer base.
Mosaic Salon's goal was to raise awareness and generate interest after the first point of contact [the website]. The content on the website had to summarize the whole business model and communicate at a glance the benefits to both the artist and the business savvy.
Brand Voice & Messaging //
We wanted to communicate with artists and business owners. The tone of voice had to amplify the importance of creative freedom and independence while instilling a sense of professionalism and trustworthiness.
Story & Tagline //
We came up with the story and tagline that summarizes the brand's purposes and its reason for being. We believe that "People don't buy what you do, they buy why you do it," as Simon Sinek puts it.
Information Architecture & Sitemap //
In this phase, we analyze how the target audience/website visitor would want to navigate the website, consume the information, go through the process. With navigation and key structure nailed down, we detail the hierarchical organization of all the pages on the website in a sitemap.
Wireframes //
Wireframes are like blueprints. They allow us to plan a layout and organize the information for the website users. It also helps us determine how the user will interact with the interface.
Service Website //
Here is a glimpse of the final design.
Other Services //
Professional Photography and mobile website.
