Liquid Hair Institute
Whole brand evolution for an innovative salon ownership platform.
Liquid Hair Institute is an educational tech platform that scales profitable beauty businesses.
Liquid Hair Institute is not just an ordinary ed-tech app; it’s a transformative platform dedicated to supporting salon owners in mastering the core principles of business profitability, enabling them to confidently take on the challenge of entrepreneurship.
The owner of Liquid Hair Institute came to us ready to take her successful business to the next level. The business was ready to evolve and scale, and we were ready to help them get there.
We believe running a business isn’t meant to be done alone.
And so does Liquid Hair Institute. To help them reach more salon owners who need help building successful businesses they can retire from, we used our entire Brand Being Method™.
Brand Heart
We start every Brand Being project with Brand Heart. This is the compass for all future business decisions. Brand Heart aligns the vision, purpose and values that translate to the Liquid team and their customers.
We defined Liquid Hair Institute’s:
Business: what they do
Purpose: why they do what they do
Values: how they work
Vision: what they’re working towards
The Brand Heart process left the owner of Liquid feeling clarity on where the business was headed. Her original business was out in the world known as All Hair Academy. At this pivotal point in the process, we put our minds together to create a new name that would resonate with more people and felt truer to the vision of the business. This is when Liquid Hair Institute was born.
Brand Positioning
The second step in our Brand Being Method is to translate Brand Heart into words that will be magnetizing to the right people. Through positioning with Liquid Hair Institute we:
Defined their Point of difference
Identify their target audience
Uncovered their target’s problems and motivations
Developed the solution their target audience needs
Crafted a brand advocate
Brand Personality
Step three of the Brand Being Method is Brand Personality. Here we combined voice and visuals to develop a brand perspective that speaks to Liquid Hair Institute’s ideal customer and employee.
Our team created:
Brand Tension Point: Tonal direction for the brand
Voice Traits: Guiding principles + Do’s and Don’ts
Vision Board: Do’s and Don’ts
Visual Identity System
Logo family, Font palette, Color palette, Design elements, Visual Assets, Mock-ups + editable mock-up files, Usage Guide
Integration
In the final phase of our Brand Being Method, we unveiled all the work we completed throughout the entire process to the wider Liquid Hair Institute team.
During this meeting, we explained what all of the brand work we did together means and how it can be used by their team to take the brand further. This phase is critical to ensuring that the brand is brought into the world in the way that it was designed and intended to.
The Brand Being Workbook
Download our free Brand Being Workbook - our entire process from soup to nuts!
