Overview
HairBenders (HBI) is Chattanooga’s premier hair salon and spa and the only place in the city for international hair styling. This distinction is a result of their membership in Intercoiffure,
an elite, by invitation only, international organization of Salon owners who represent the forefront of fashion. Owners Bobby and Voula Fairbanks opened the business in 1978 with a “shared passion” for creating beautifully cut and colored hair. It’s also “a thing” to be an HBI Girl, one of HairBenders talented and well-trained stylists.
Despite their success, our client faced some challenges. Their current guest demographic was women 40 to 70 who pay the bills. Clients in their 20’s and 30’s had been declining. They were also losing younger talent because they wanted to work on “younger hair.” And, they were about to open another location on the stylish and youthful North Shore. Retaining their bread-and-butter clients, attracting younger guests and talent, while remaining relevant, sustainable, and fashionable, were the marketing challenges facing both HairBenders and Maycreate.
Brand
It was time to get talent, staff, and their clientele excited about change. Hairbenders needed to be seen as a brand that offered the latest styles and techniques, appealing to both younger and older audiences alike. We began with a detailed exploration of their current logo. The approved design had a contemporary feel, a sense of moving forward. The color palette introduced a look that was avant-garde and youthful. Typography moved in a modern direction adding a feeling of newness to the brand.
Following that, the agency developed a comprehensive media plan for online social and digital display advertising. Generated copy/content that introduced a fresh voice for the brand. Shot new photography and footage featuring younger faces. Produced a new stationary set, as well as updated interior and exterior signage, in addition to striking marketing materials for their North Shore grand opening. Although the grand opening had to be postponed a few months due to Covid, when they reopened their doors and launched their all-out digital and social media campaigns, the salon was booked solid for a month.
Logo
Advertising
Promotional
Packaging
