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.

The word 'Liquid' in lime green font on a green abstract background and in light purple on a dark purple backgrou, flashing between two other graphics, one with white font on a black background, one with a lime green hairpin on a light background.

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™.

Cover page of Liquid Hair Institute Brand Being Manual, October 2023, with a green background and white text.
Table of contents from a branding or marketing document, listing sections and page numbers, with a dark purple background on the left side and white background on the right side.
Dark purple background with the text 'SECTION 1' in the upper left corner and 'BRAND HEART' in the lower right corner.
A page from a brand guide titled 'Liquid Hair Institute Brand Guide' with a purple background on the left side and white background on the right side. The right side lists the components of a 'Brand Heart Model' in large, elegant text: Business, Purp
Spread of a brand guide document for Liquid Hair Institute with a predominantly white background, green vertical stripe, stylized purple text reading 'Brand Guide' vertically along the stripe, and detailed text about the institute's educational train
Page of a brand guide from the Liquid Hair Institute, featuring the company's purpose and approach to self-determination and success, with a large vertical stylized 'Liquid' logo.
A page from the Liquid Hair Institute Brand Guide featuring the section titled 'At our core...' with three statements about their purpose: belief in growth, community, and expanding skills, set against a lavender and white background.
Liquid Hair Institute Brand Guide page featuring the brand values: Authenticity, Growth, Vulnerability, with a green vertical stripe and stylized text 'Liquid Hair'.
A page from the Liquid Hair Institute Brand Guide featuring a section titled 'Brand Heart – Values' with the word 'Authenticity' in large font, surrounded by a paragraph about authenticity, a quote by Viola Davis, and small footer text indicating 'Li
A brand guide page titled 'Growth' with a quote by Marsha Turner and a section called 'Brand Heart - Values.'
A page from a Liquid Hair Institute brand guide with a dark green background on the right side and white space on the left. The title 'Vulnerability' appears on the right side with a paragraph discussing vulnerability and its importance. The left sid
A liquid hair institute brand guide page with the mission statement about building a future where passion fuels progress and business legacy.
Slide from a presentation titled 'Brand Positioning' with a dark purple background and section label 'Section 2'.
Page from a brand guide with the title "Brand Positioning - Manifesto" and a purple background. Contains a statement about running a business, believing in growth and overcoming biases, and building a legacy. Bottom includes the text "Liquid Hair Ins
Page from a brand guide with a green background and wave pattern, featuring a logo resembling a stylized needle, and text about helping owners build resilient beauty businesses to scale and retire. The bottom left includes a title and attribution.
A two-page brochure with green and white color blocks. The left page contains target audience demographics, and the right page includes motivational content, solutions for beauty businesses, and references to a brand guide by Liquid Hair Institute.
A two-page magazine article or brochure layout featuring a green sidebar on the left with black text that reads 'BRAND POSITIONING — BRAND ADVOCATE', 'Faith's Demographics', and a bulleted list of personal information. The right side has a white back
Open magazine article titled 'Liquid Hair Institute Brand Guide' with three columns of text and a green sidebar on the left.
Slide titled "Brand Personality" in section 3 with a dark purple background.
A graphic design page with a green background on the right side and white on the left side. Large text says 'Radical Authenticity' with definitions for 'RADICAL' and 'AUTHENTICITY'. Smaller text discusses brand personality and tension points. The bot
A brand guide page featuring a mood board for the Liquid Hair Institute, showcasing various design elements, color palettes, and sample visuals related to branding, with text outlining brand personality principles and do's and don'ts for design.
A page from the Liquid Hair Institute Brand Guide titled 'Voice Traits' with a purple background. It lists characteristics of a confident, revolutionary voice such as bold, genuine, uncompressed, fresh, creative, innovative, inviting, diverse, access
A color palette chart for Liquid Hair Institute branding featuring beige, lavender, green, dark purple, jade, deep jade, and fire colors with corresponding CMYK and hex codes, and usage instructions for brand consistency.
A brand guide page with typography styles for 'Perfect Dream' in various fonts and weights, with instructions and descriptions on the left side, and styled text samples on the right side in light purple background.
A page from a design guide with illustrations of haircuts, grooming tools, and two patterned backgrounds, labeled 'Design Elements', 'Icons', and 'Pattern', from a liquid hair institute brand guide by Hoot Design Company.
Liquid Hair Institute Brand Guide page with a dark purple background on the right and a white section on the left containing text.
Page from a brand guide for Liquid Hair Institute showing logo usage and color palette instructions, including main logo, reversed out logo, and primary color usages.
A design layout showing variations of a brand logo called 'Liquid.' The logo is presented in different styles: a colorful, wavy green version and a vertical purple version. The layout includes standard instructions on logo usage, a small icon of a ha
Page from a brand guide for Liquid Hair Institute, featuring logo usage instructions, logo safe zone, and scaled logo examples in purple, white, green, and black.
A digital mockup of business cards for a hair institute, featuring a purple, green, and lavender color scheme with the name 'Chrystal L. Graves' and contact information, displayed in a 3D perspective.
Green background with white text that reads 'Thank You'.

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

Three branded posters with 'Liquid' on a white textured wall, with purple, green, and purple backgrounds, partially obscured by green leaves in the foreground.

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.

A promotional poster for Liquid Hair Institute featuring a purple, a green, and a teal section, with text about building resilient beauty businesses.

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

Open brand guide with colorful logo designs and business cards on white background.

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

Open magazine on a plain white background, showing colorful pages with text and images.
Open brand guide booklet with sections on brand personality and authenticity on white background.

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.

A keychain with a large orange oval tag featuring a white zigzag line, attached to a set of keys and a black elastic band, on a light purple background.
A set of business cards, with one card placed partially underneath a purple tabbed cover with the title 'Li You' in bold purple letters. The business cards contain contact information and are in deep green and white colors, featuring a modern design.
Illustration of various hairdressing tools inside colorful circles, including scissors, a comb, and a hairbrush.

The Brand Being Workbook

Download our free Brand Being Workbook - our entire process from soup to nuts!

Book titled 'The Brand Being Workbook' on a white surface with a pen beside it.

If you’re ready to build or evolve your brand, our team is ready to get started.

Schedule a Call

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