Capture Hair Design | Client Work
BRAND DEVELOPMENT & CONTENT STRATEGY FOR ‘CAPTURE HAIR DESIGN’
One of the most rewarding projects I’ve worked on this year was a full digital strategy and branding overhaul for Capture Hair Design. When we started they had absolutely no brand collateral or any sort of style guide - no logo, no colour palette, no preferred fonts - so this was really a case of building a brand identity from the ground up. In many ways this is one of my favourite ways to work, because it presents a real challenge while also allowing a considerable amount of creative freedom, and the Capture team were fantastic, which made the collaborative aspect run very smoothly.
The team were keen to avoid the minimal white aesthetic stereotypical in their industry; they specialise in bold colours, and the salon itself is vibrant and unique, so depth, personality and drama were a must. As was a digital strategy that wouldn’t become a full-time job for the stylists to maintain.
“Working with Maddi has been completely invaluable! Her recommendations have all worked in our favour and made life so much easier. We can go back over the notes at any time if we get stuck, which is so handy! Her flare for creativity was very inspiring.”
Keeping ease at the forefront, I drew from the tones of the salon’s wallpaper and furniture when creating the logos & custom graphics. This meant that any photo taken of a client in situ would look at home within the grid, so they wouldn’t waste time shuttling clients around the salon trying to get a shot against one particular backdrop. In addition to visual branding, the strategy also included work on tone and messaging, as well as specific content pillars and targeting ideas based on Capture’s existing and ideal demographics.
As a service-based business positive, credible, informative reviews are vital, so we incorporated choice quotes into grid images and posted longer form testimonials to stories, collating them into a highlight that is easily navigated by prospective clients who may be checking out the salon on social media before making a booking. The impression made by something as simple as an Instagram grid has the power to influence whether or not a potential client feels comfortable trusting a new service provider, so it’s important to present as polished and professional a front as possible, and anticipate what the client will want to before making a decision - in this case, clear images of the salon’s work, and reviews. If they can’t find these things easily, they’re likely to move on to the next option. Functionality should always come before aesthetics, but happily in cases like this they can work hand in hand.
Ultimately, the goal was for the team to be able to maintain their social media in-house, so as part of our handover package I put together a written guide to their strategy that they can refer back to as and when necessary, as well as a handbook of best practices and tips to help them feel more knowledgeable and confident moving forward. I set them up with scheduling tools and templates for their new custom graphics, walked them through creating a content calendar and curated a set of deliberate Instagram highlights for them to add to over time.
Although this is only scratching the surface of the real scope of the project, the end result speaks for itself. In the months since our handover they’ve done an incredible job of maintaining the strategy and creating their own content. The confidence that the team have developed while following the strategy has allowed them to trust their instincts and exercise more creativity with the way they share their work, and I’m so glad to have been able to help them create a digital presence that truly does justice to the unique, vibrant and welcoming business they run.
This project was a bespoke multi-platform strategy developed specifically for Capture, but is most similar to my ‘Instagram Strategy’ package which can be found on the services page linked below.
“I have the tools now to keep on top of a posting schedule, which in turn helps with being consistent. I feel as though we have better interaction with our followers now too, and our content is more interesting.”