BEAUTY GARDEN YYC
Brand Strategy Visual Identity Website Design Development Copywriting
Hair & Beauty Salon
The Brief
When Beauty Garden approached us, they had a vision of a sanctuary — a beauty destination that felt both luxurious and like a second home. Their existing identity needed to be refined into a cohesive system that could:
Articulate a clear, mission-driven brand voice.
Visually echo the serene, natural aesthetic of their physical space.
Position them as the premier, sustainable beauty choice in Calgary, Alberta YYC.
Unify their brand & online presence to create consistency from in-salon experience to digital touch points.
Transform their website into a booking-driven destination optimized for local visibility.
Development of Brand name and concept, it representing a sanctuary for all things beauty. Bridges the physical space and digital presence, creating an immersive garden-like beauty experience that feels serene, welcoming, and elevated.
Challenges & The Solutions
One of our main goals was to ensure that all beauty categories were clearly organized and presented in a way that resonated with both clients and search engines. We collaborated closely with co-owner to re-evaluate the service offerings, remove services that were no longer booked, and reposition the remaining services to highlight the most popular treatments. At the same time, we refined the language to boost local search visibility in the Calgary area. The core service categories were organized as Bespoke Hair, European Nails, Skin Treatments, and Face & Body Aesthetics.
Alongside this, we crafted brand messaging and taglines for the new identity to position Beauty Garden as a premier beauty sanctuary. Once the brand identity was established, we focused on the website sitemap hierarchy. This involved mapping out core pages, eliminating unnecessary pages, and ensuring the most effective presentation of services and messaging for clients.
To bring the visual identity to life online, we carefully selected from brand and editorial photography to feature hero images and highlight the most beautiful visuals throughout the website. Every decision was made to ensure the website was not only visually elevated but also strategically structured to drive engagement and bookings.
Brand Strategy & Visual Identity
Beauty Garden received a complete brand system designed to reflect the serene, luxurious, and welcoming atmosphere of the salon. Every element was crafted to elevate the client experience, communicate the brand story, and position Beauty Garden as a premier destination in Calgary.
Logo and Emblem A primary logo combining elegant cursive with a balanced serif typeface. A custom emblem nods to a budding flower, used across social media, merchandise, and collateral
Symbolic Design Elements Unique icons, patterns, and graphics were created for each service category to give a distinct identity while maintaining brand cohesion
Visual Identity Inspired by the interiors, natural textures, and tranquil palette to convey an elevated yet intimate experience
Color Palette Fern Green evokes the garden theme while Warm Stone and Deep Charcoal provide sophisticated, grounded neutrals
Typography High end serif font paired with an italic variant to add elegance and subtle movement
Taglines and Messaging Crafted messaging highlights the sanctuary experience, sustainability, and bespoke services
Service Organization Services structured into four pillars, Bespoke Hair, European Nails, Skin Treatments, and Face and Body Aesthetics, for clarity and SEO optimization
Scalable Identity Designed for future expansions including new services, promotions, or locations
Website Redesign & Development
The brand identity was brought to life through a 12-page website designed to inspire discovery, support growth, and function as a digital sanctuary for beauty lovers.
Sitemap and Structure Core services are prominently featured, navigation is streamlined, and unnecessary pages were removed to create a seamless user experience and improve local search visibility in Calgary
Booking-Focused Design Each page guides visitors toward booking appointments, turning the website into a true digital booking engine
SEO-Optimized Copy Elevated yet approachable copy attracts clients searching for beauty, wellness, and aesthetic services
Visual Storytelling Curated photography and brand imagery, inspired by salon interiors, highlight the serene, elevated atmosphere while showcasing key services
Design and Responsiveness Earth-toned black and white shots convey timeless elegance, with strategic pops of color for visual impact. The Squarespace site is mobile-friendly and fully aligned with the luxurious brand aesthetic
Highlighting Core Services The four service pillars, Bespoke Hair, European Nails, Skin Treatments, and Face and Body Aesthetics, are showcased for clarity and easy navigation
Future-Proof Framework Full CMS and a hidden location dropdown allow easy management and scalability as new services or locations are added
“Everyone who visits Beauty Garden comments on how beautiful and elevated the branding and website feel. It perfectly reflects the timeless, luxurious experience of our salon and really captures the essence of our space.”
Beauty Garden Owner - Mara
Results & Outcome
The process was seamless and within weeks Beauty Garden had a beautiful brand and website launch. The team was thrilled to share the new look with clients and staff and confidently promote it across social media. The refreshed identity and website immediately elevated the client experience and positioned Beauty Garden as a premier beauty destination.
The website functions as a fully integrated booking engine, guiding visitors naturally toward scheduling appointments and making it effortless for clients to book services while reflecting the luxurious and elevated salon experience.
