My Role

Phenix Salon Suites engaged our team for a full brand refresh and complete redesign of their corporate website experience. The existing brand and website suffered from dated visuals, hard-to-read typography, and outdated, difficult-to-navigate functionality. My creative director and I partnered closely with the client to realign the brand with their growth and future vision, defining key goals centered around a more luxurious, modern, clean, and approachable identity.

We refined the brand’s color palette by softening the original harsh red into a richer maroon and burgundy tone, creating a more refined and inviting aesthetic. Typography was modernized with the introduction of IvyOra Italic as a distinctive, expressive headline font paired with Inter as a purposely minimal and highly legible supporting typeface. Subtle textures, shadows, and pattern elements were incorporated throughout the system to add depth and elevate the brand’s premium feel.

Following the refreshed visual identity, we redesigned both the corporate and franchising websites. The new corporate site was built using a StoryBrand-inspired copy framework to improve clarity, increase user retention, and reduce bounce rates. We developed a dedicated salon suites landing page that clearly communicated value through sections such as “Why Choose Us,” “What’s Included,” authentic user testimonials, and examples of well-designed suites. An additional page highlighted Gina’s story, reinforcing the brand’s entrepreneurial roots and mission.

I also collaborated with a developer to design the UI for the Phenix salon suite search experience. Inspired by Airbnb-style functionality, the search allows users to easily filter and find available suites by zip code or state—significantly improving usability and conversion potential. The brand system was further extended into a newly designed franchise website, clearly outlining the benefits, process, and requirements for owning a Phenix Salon Suites franchise location.

All digital experiences were designed with a mobile-first mindset, ensuring legibility, usability, and consistency across devices.

The Result

Working closely with the Creative Director and web developer, we crafted a cohesive digital experience that reflects the Langley’s elevated brand and luxurious atmosphere, resulting in a website that exceeded the client’s expectations.