Suki’s is a hair salon titan in Vancouver. They’ve defined the category here for more than 40 years, and they run one of the most respected academies in Western Canada. They’re undeniable part of the beauty culture in this city. When Toolbox began to work with them, the business model was still healthy, but brand perceptions were starting to wane. People on the street thought of the Suki’s as tailored for an older, moneyed clientele – and possibly approaching a decline in relevance. This just wouldn’t do, of course.
We brought a youthful life to the Suki’s brand through bold new design and trendier, fashion-driven photography. We invited clients to reveal their real selves with a ferocious new tagline, “Unleash the New You.” The new campaign worked hard to connect with the audience, making a powerful statement of who they would become at Suki’s – and bringing the brand fiercely forward into the next generation.
Suki’s had a strong business model, but they’d been relying on in-store, referral-based success for awhile. The website reflected that legacy strategy. Information was buried, layouts were tightly constrained in an awkward way, and beautiful imagery was nowhere to be found. The site simply didn’t reflect the premium aesthetic that was a cornerstone of the brand. We had our work cut out for us.
The new site bombastically declared the youthful new energy of the brand, and brought a fresh fashion photography front and centre. Layouts were sophisticated, refined, and balanced.
Gift cards were an underutilized opportunity to create committed return traffic to the salons, so we made them a key component, high on the front end of the site’s hierarchy.
The new Suki’s brand was built to broadcast loud and clear throughout the city – from bus shelters to billboards – showcasing the wide variety of styles, attitudes, and demographic facets that the new Suki’s look could encompass.