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Client:
QI
Service:
Brand Identity
(2023)

QI Salon

I rebranded QI Salon, enhancing its visual identity, which elevated its position in the wellness market.
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Project Description

Qi is an all-encompassing ecosystem offering comprehensive hair care services, advanced training for stylists in the latest coloring techniques, and a wealth of hair care knowledge and professional products for clients.

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The founder of Qi sought my expertise when the brand had reached a growth plateau and faced challenges in market positioning and communication. In the past two years, the number of beauty salons in Warsaw has tripled, making it evident that being merely good is no longer sufficient.

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My objectives were to:

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  • Attract new clients to the salon
  • Create a cohesive brand
  • Enhance brand awareness and loyalty
  • Increase the average transaction value
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Research

Before our collaboration, Qi's brand faced several challenges: the logo was cluttered, there was no clear distinction in branding and positioning among the salon, academy, and shop, and the team struggled to define their unique value proposition or identify their target audience. Additionally, there were no offline branding materials. In the highly competitive beauty industry, effective branding is essential for increasing recognition and standing out.

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This project was extensive, with numerous tasks and goals to address. Over the course of 2.5 months, we completed significant work across several phases:

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Analysis:

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  • Conducted comprehensive market research, analyzing competitors, Qi’s products, and customer base.
  • Facilitated a workshop to gain deeper insights into customer needs and their interaction journey with the brand.
  • Identified Qi’s strengths and formulated a unique selling proposition.

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Rebranding:

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  • Developed a new brand platform.
  • Redesigned the logo to be sleek and stylish.
  • Created a color palette that aligns with the brand’s archetype.
  • Differentiated each segment (salon, shop, academy) with distinct colors and descriptors.

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Communication Strategy Development:

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  • Defined the target audience for each segment of Qi.
  • Developed a comprehensive content plan for social media.
  • Designed banners and social media posts.
  • Crafted texts that reflect the new brand voice: emotional, approachable, and caring.

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Offline Communication:

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  • Designed all offline customer touchpoints.
  • Created a photo zone in the salon to generate user-generated content.
  • Placed geotags on salon mirrors.
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Design
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Testing
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Results

The salon experienced a notable rise in new clients through both online and offline channels, thanks to effective rebranding and strategic communication. Implementing segmentation for stylists led to a higher average ticket price for top-tier masters. Qi's strong market position as an expert in advanced coloring techniques significantly boosted brand recognition and customer loyalty. Additionally, the introduction of simple, branded materials resulted in an increase in user-generated content. Qi exemplifies how rebranding and well-executed communication strategies can elevate a brand to new heights.

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