Strategy came first because the campaign mechanics had to make sense to a salon owner in roughly fifteen seconds. We worked through a series of planning sessions to land the mission, value propositions, and a sales script the SBS (Salon Business Specialist) team could actually use. The script wasn’t a corporate-speak rewrite of a product pitch — it was a conversation opener built around the donation, with the product talk flowing naturally from there.
The identity work followed, anchored on a single, plainspoken tagline: Change Your Color, Change A Life. We chose a script-and-serif logo system that feels handwritten and personal rather than corporate, paired with a soft purple palette that signals beauty without leaning fashion-magazine glossy. The icon library — scissors, color tubes, combs, brushes — gives the campaign room to extend across collateral, social, and in-salon point-of-sale without losing cohesion.
The landing page was designed to do three jobs at once: give the sales team a credible URL to send prospects to, let interested salon owners book a meeting in two clicks, and make the charitable mechanic legible to a salon’s clients during the Q4 B2C window.
What We Built
A Working Strategy and Sales Script. The mission line — that color might start the conversation, but it’s the worthy cause that brings people together — became the through-line for everything downstream. The script gives reps a values-led opening and a clear next step (the demo) that triggers a second donation, turning a one-shot sales call into a two-stage relationship moment.
A Flexible Brand Identity. A hand-lettered primary logo, a circular badge for stamps and seals, and tertiary badges keyed to the campaign’s signature icons. Brand standards cover logo usage, palette, typography (Kepler Std with Poppins), iconography, and imagery direction.
The Landing Page. A WordPress build that anchors the campaign. The page walks a salon owner through how it works in three steps (chat, donation, demo), surfaces four featured nonprofit partners — Living Beyond Breast Cancer, Wigs For Kids, Hair to Stay, and the American Heart Association — and ends in a Gravity Forms-powered Request a Meeting flow that pipes leads to the sales team. Salon owners can also choose any registered nonprofit meaningful to them; the four partners are a starting point, not a fence.
