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Case study: Brand Development – Hair Frizz Beauty Bar

Brand design is a collaborative process. As a designer, my job is to take the information gained from speaking to a client and applying the filter of experience. I don’t give the client what they ask for, I give them what they need. 

In mid September 2017, Tiffany Pieterse informed us that the salon where she was employed would be closing down at the end of the month. Asked what she planned to do, she replied that she wanted to start her own business. We immediately offered to help her to get her venture off the ground.

This is the story of how Hair Frizz Beauty Bar started.

Client Brief

The process kicked off with only the following request “the logo must have turquoise in it”.

The rest was up to us.

We agreed that the process would proceed as follows: (1) Logo development; (2) Facebook page & Instagram account establishment; (3) price list design; (4) business card; (5) gift voucher and (6) packaging design. As marketing would be done by means of social media, we agreed that a website was not necessary at this point.

But time was not on our side, as Hair Frizz had to be operational by the start of October 2017 – a mere 2 weeks away. Since we’re at our best under pressure, we got to work immediately.

Logo development 

Armed with “the logo must have turquoise in it”, a number of designs were proposed using 80% Black for the name to created a relaxed, yet professional image. Tiffany decided she preferred the design with the scissors in it.  

Social media marketing

The next step was to setup up a Facebook page and an Instagram account.

It was decided that the best channels to use for marketing would be Facebook and Instagram primarily for their age groups: Instagram with a younger age group and Facebook with a slightly older market, with an overlap in between.   

Special offers were posted on various Facebook groups in the Cape Town Northern Suburbs areas, mainly focussing on Hair Frizz’s target area, Brackenfell. Facebook Page Likes rose quickly, purely from organic advertising. By the end of November, the page had 79 Likes.

A competition was held during December where prospects could win a hair makeover by simply liking and sharing the Facebook page. Within 2 days Likes jumped from 79 to 143. By the end of December, Hair Frizz had 164 followers. At present, page Likes total 199 – all from organic advertising. The cost? Only a bit of time taken sharing the adverts on groups.

Special offers are sent out on a monthly basis.      

Next on the list of requirements was a Price List, Business card, Gift Voucher and Packaging design, as can be seen in the photo gallery.  

Setmore 

The increase in business brought with it a new challenge: not being able to take calls and bookings whilst treating a client.

Enter Setmore.

Setmore is a free appointment booking application that can be integrated with a Facebook page, WordPress, Joomla or Drupal website – to mention but a few. Highly customizable, it allows a user to create a price list, specify business hours and take bookings from clients. Bookings can be synchronized with Google Calendar or Outlook Calendar. As prices are specified with the booking, a tally is kept of turnover for the week or month. It is ideal for Doctors, Massage Therapists, Spas, Chiropractors or Beauty Salons – in fact anyone who works via appointments. 

The Setmore app is available for Android and iOS. 

A profile was set up so that clients could book through the Facebook page by clicking on the  “Book Now” button, selecting their treatments, date and time  and filling in their details. Appointments are recorded in a diary and a notification email gets sent to the Hair Frizz employee. 

If you think your business doesn’t need Social Media Marketing, think again. 

Follow Hair Frizz on Facebook here.

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Business Card design tips

Business cards: the essential marketing tool. Want to make a good impression with a new client? Follow these tips when considering a design for your business card:

Remember Your Profession
Carefully consider the message you want your card to send. If you’re in a conservative field like finance or law, an outrageous design could undermine the recipient’s confidence in you. If you have a creative job, a card that’s too dull might cast doubts on your creative abilities.

Pick the Right Font
Text on a business card should be sized between 8 and 10 points. Serif fonts are more traditional and easier to read than sans serif fonts, which are more modern and less personal. Italics are conversational. Bold face should be used sparingly.

Make Your Name Pop
To make your name stand out from the rest of the information on your card, put extra white space around it, make it bold or a different color, or set it in all caps.

Don’t Make Your Mark
Unless you have design experience, do not attempt to create your own logo. It’s more difficult than it seems. Using a poorly designed logo is the easiest way to look like an amateur.

Keep it Simple
Avoid piling too many design elements and colours onto your card. Consider leaving some negative space or one side of your card blank for notes. (Keep in mind that glossy cards are difficult to write on.)

Leave Something Off
A classic calling card trick is to not print one piece of information – your cell phone number, for instance. Before handing your card to someone, hand-write your number on the back of the card. This creates a personal connection between you and the recipient and makes them feel special.

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How to save money when printing

Want to keep the cost of your print job low? Here are a few tips from designers and printers on how to get more value for moeny from your next project.

Consider paper stock options
Give yourself more than one choice for paper. Why? Because many papers require a minimum number of sheets purchased. This may not be cost effective when running a small quantity and the cost must be passed on to the customer.

Plan your printing in advance
When possible, allow ample amount of production time to print your next printing project. When unreasonable deadlines are to be met, press-production overtime has to be figured into production costs. This can affect the price by as much as 20-30%. REMEMBER: Try to stay away from: ‘I need it yesterday”! Ordering paper in advance and planning press schedules will save RUSH charges.

Bleeds & Pantone Colors
One way to save money is to have a 5 – 10mm white border around your artwork. Ink bleeding to the edge requires a larger sheet of paper and has to be cut down to give it the “off the edge” look. Also, if your artwork must match a color exactly there are usually extra match charges involved. If this is not an issue for you, printers will gladly come as close as they can to the color.

Be realistic – simplify it
Don’t go to a printer with a “vague” idea of what you want. Why? Time is money. If you spend two hours consulting with a production person or designer, your fee will be adjusted to reflect the time spent on your project. What to do? Prepare your material in advance. Know what quantities are needed. Consider ahead of time – ink colours, papers, postage requirements (if necessary), date needed and your budget.

Know what you want to say
Design costs seem to baffle customers at final billing stages. Design charges are based on time. The closer your initial idea actually is to the final product, the less time it will take to put together. Less time means less money. What to do? Make a small layout for yourself. Do your creative writing before you get to the printer. Write out everything clearly and legibly. Check your spelling and punctuation. A designer will make recommendations or suggest better ways to get your message across, but you should not expect them to know what you want to say. The more you do from your side, the more money you will save.

Always ask for a Proof
A proof charge is an additional charge that is worth its weight in gold. By checking the proof for content and color, and signing off on the approval tag, this will indicate to the Printer that everything is OK to print as per proof, thus helping to eliminate mistakes. The advantage of using digital technology is that one can have an actual sample of your job printed on the required material before the actual production process starts. Transferring artwork should be EASY, make sure you find a printer that has easy online methods to transfer any sized artwork without the hassle.

Size of printed piece
The size of your job can determine your price. Why? Standard size postcards, flyers, invoices, etc. can be run so that we maximize the number of pieces per sheet of paper. Also, your postage costs can be significantly reduced if you use standard postcard sizes.

Colour sells
Get on board and perk up that ‘old’ printing and add some colour to it. You will be amazed how reasonable it is to go first class. With the advent of digital printing, using colour is now affordable and effective.

Don’t be shy
Tell the company if you have a particular budget you need to stay within. We can help you stay within those boundaries.

Look for a professional printer, rather than a quick copy
Look for experience, knowledgeable customer service, and exceptional value first or you will end up paying in the long run.

From concept to design to digital and offset printing, we take pride in producing a superior printing job. We strive for complete customer satisfaction and stand behind our quality and service. We aim to make your experience quick, easy and cost-effective.

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