Strategic Rebranding & Promotional Campaign for Beauté Salon
For this major course project, I led a complete rebranding and corporate communication campaign for a real small business, applying industry-standard processes from research through design to promotional execution. The project unfolded in three key phases over 15 weeks.
Phase 1: Discovery & Research
The process began with selecting two potential client businesses and conducting an in-depth brand audit to evaluate their visual identity, communications, and market presence. I answered 23 guided questions covering everything from brand history and customer perception to social media reach and design critiques. From this, I selected one client to move forward with for a full rebrand. This phase laid the foundation for developing a strategic brand transformation plan focused on enhancing visibility, coherence, and audience engagement.
Phase 2: Brand Strategy Development & Touchpoints
Building on the research, I created a cohesive brand strategy including logo design, visual style, typography, and tone of voice. To reinforce this identity across real-world interactions, I designed two branded collateral touchpoints: a gift card and a Specsaver-style voucher. These simple yet effective pieces extended the brand’s message and visual consistency into everyday use. Additionally, I created three engaging organic social media posts to reflect the brand's sustainability values and resonate authentically with its target audience. Each post was tailored to platform specifications and included custom visuals, defined typography, and audience-focused messaging.
Phase 3: Implementation – Stationery, Website, and Ad Campaign
To bring the rebrand to life across multiple media, I designed a complete business stationery package (business card, letterhead, and invoice), a responsive website layout (desktop and mobile), and a full-scale advertising campaign.
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Stationery Package: A professional suite of branded materials consistent with the new identity.
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Website Design: A clean, user-friendly website prototype optimized for desktop and mobile. The site structure included homepage, about, services, and contact pages, each crafted to reflect the brand’s tone and guide users toward conversion.
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Ad Campaign: Two creative ad concepts were developed for social media, digital signage, and web ads. Each campaign included a compelling message, visually striking layouts, and a fictitious landing page or QR code to drive traffic.
Conclusion
This project demonstrated the power of strategic design to reshape how a business communicates and connects with its audience. From research to rollout, I applied branding theory, design systems, and marketing insights to deliver a unified and engaging brand experience. This hands-on experience was invaluable in developing my skills in design thinking, cross-platform branding, and integrated communication strategies.