Brand Design Lead
Developed StyleSeat's brand refresh that improved the design system and updated brand guidelines
StyleSeat is the premier destination for discovering and booking beauty and wellness services and professionals. StyleSeat is passionate about creating an experience that empowers Professionals with the tools to succeed so that they can focus on their craft and delight their Clients.Â
StyleSeat is committed to curating an experience that inspires Clients to explore beauty trends and connect with Professionals who can turn their visions for themselves into reality.
The community consists of hairstylists, barbers, nail artists, estheticians, and educators with salons and studios all over the United States. They are enthusiastic creatives and driven business leaders. The Professional community is also made up of 87% women entrepreneurs.
Clients’ beauty and grooming needs are just as diverse as they are. 94% percent are women, 55% are Black, and 31% are between the ages of 35 and 44.
At StyleSeat, we understand that the beauty industry can be overwhelming. It is imperative StyleSeat demonstrates a forward-thinking, inclusive, modern, reliable and versatile visual identity. Every piece of content we produce informs and encourages. We impart our expertise with clarity, empathy, and wit.
Professionals and Clients want to inspired and be inspired, foster growth, and create a transparent and inclusive culture.
Based of this, the brand positioning's primary focus: Consistency and Inclusion. We want our brand to tell the full story of the connection that we facilitate between the Professionals and Clients that enjoy our platform.
Our brand tells the story of real people who use our platform everyday to manage, run, and grow their business or seek to express their individual style and characteristics.
I established a visual direction for StyleSeat's brand that would have a large impact on the final creative. I spent the next quarter building the defining elements of our brand guidelines: color, typography, art direction, photography, graphic elements, and iconography. Collaborators included colleagues on the people team, content, and design team members.
The Final output is a comprehensive brand guidelines book, I developed and designed. This is now used across the company for designers and non designers alike.
Additionally, I provided creative company-wide that adds context to how these elements work together to tell StyleSeat's brand story.
This creative includes branded video shoots, photoshoots, pro and client interviews, lifecycle campaigns, marketing campaigns, landing pages that I directed, produced and designed to demonstrate how this brand refresh has positively impacted StyleSeat.
A special shout out to Amanda, design manager, Zach, senior product designer, and Ashley, content marketing manager, Sarah Director of Product.
