Total Beauty Case Study — A Peacock Portfolio

Roles

I assumed the following roles:

Market Researcher

User Interface (UI) Designer

Visual Designer

Social Media Designer

Experience Total Beauty.

Established in 1994. Total Beauty Experience has been a staple for the Sacramento community’s beauty solutions for 30 years.

Deliverables

Interaction Design:

Re-Branding/Design Systems

Marketing Strategies

Social Media Strategies

Competitive Analysis

User Surveys

Problems

Inconsistent Branding: The previous lack of cohesive branding has resulted in customer confusion and difficulties recognizing Total Beauty Experience's marketing materials, undermining brand recognition and trust.
Logo/Wordmark Security: Address the issue of logo/wordmark theft by creating a new, secure brand identity that protects against unauthorized use and provides a fresh, distinctive look.
Underutilized Social Media Presence: Revamp Total Beauty Experience's social media strategy to create a cohesive and engaging online presence. Improve audience interaction, establish a consistent visual identity, and foster audience growth.
E-commerce User Experience: Identify and resolve pain points in the e-commerce site's user journey, focusing on optimizing the user flow, reducing friction, and enhancing the overall shopping experience to drive higher conversion rates and customer satisfaction.

Overview

The Total Beauty Experience Branding and Marketing Initiative aims to create a compelling and purpose-driven brand identity for Just Cuz, a company that empowers artists and supports communities through the sale of customizable products. The primary objectives of this project include:

Shape a Compelling Brand Identity: Create a unique and compelling brand identity that effectively conveys the core values, mission, and essence of Total Beauty Experience.

In-Depth Design Research: Conduct thorough research to gain insights into the target audience, monitor evolving market trends, and assess the competitive landscape, ensuring Total Beauty Experience remains agile and competitive in the dynamic beauty industry.

Streamline the Design Process: Establish an efficient, well-documented design process encompassing ideation, prototyping, rigorous testing, and iterative design enhancements to consistently deliver exceptional user experiences and innovative beauty solutions.

Solutions

Unified Branding Strategy: Implement a unified branding strategy across all marketing channels, including digital and physical materials. Establish clear brand guidelines to ensure consistency in visual identity, messaging, and design elements.
Logo Refinement: Adjust the existing logo to align with the new branding specifications while preserving its recognizable look and feel. This will maintain brand continuity while presenting a refreshed identity.
Enhanced Social Media Presence: Transform the social media strategy by transitioning to video content, creating engaging and informative posts, and collaborating with local influencers to expand the audience reach. This approach will reinvigorate Total Beauty Experience's online presence and foster community engagement.
Streamlined Inventory Management: Improve the inventory systems both in-store and online to eliminate previous process pain points. This includes optimizing inventory tracking, ensuring product availability, and enhancing the overall shopping experience for customers.

Previous Design & Marketing

Designs lacked a cohesive design system. Stock photography and styling pushed forward a corporate feel that was not representative of the business voice/goals.

Establishing the Brand.

New brand guidelines, with emphasis on desired voice/tone. Marketing efforts and imagery support a cohesive design system that promotes the company’s core branding.