brand design: messaging | naming | logo design | brand identity
Identifying that existing salon software options were not meeting the day-to-day challenges faced by salon owners and in turn limiting their business potential, founder and beauty business expert China Marie developed Beauti, a comprehensive cloud based salon software, designed to make the lives of salon owners easier, grow their businesses and let the owners focus on what they love.
The brand design process began with the OUTLINE discovery and strategy phase to set a foundation for the rest of the project, which then informed WRITE (messaging and taglines) and NAME (wordmapping and naming) phases. Once the key brand positioning—including purpose, process and products—was established, the naming process progressed. Beauti was selected due to its simplicity and memorability, plus the combined meanings of beauty industry mixed with business intelligence: information, insight and intuition.
Once the NAME and WRITE phases were complete, the logo design part of the DESIGN phase began, looking at a wide range of ideas, concepts and options. The final design of the logomark was created from three b-shaped love hearts that represent the passion of the business owners and the support provided by the Beauti team. The three sections represent the three core aspects of the software: bookings, marketing, and the academy. In addition there are connotations of simplicity and refinement, of growth and success, plus a spark of insight and intelligence.
The logomark was paired with a structured typeface with circular letterforms to create the completed logo design. Colours were matched to the colour palette and a range of versions were created. The logomark was also designed to be used in isolation, in places where the brand needed to be identified but the full logo wasn't required. These applications include in the menu bar of the software, on app icons and social media avatars, and as a design element on many of the touchpoints including the website mockup.
The rest of the brand identity was then created and a brand design guide produced to keep everything ordered and consistent. Along with colour and typography specifications, a range of application mockups were created including business cards, software UI designs, and a website design mockup.
China and her dev team then took the brand design and applied it to their on-going software development process, further evolving the brand and its touchpoints as the product comes to life. This included creation of the initial software UI design and layout, plus the launch website for Beauti Software. The website during the pre-launch phase is shown below.
Beauti Software at the time of writing was in the final stages of development, with a list of beta testers ready to jump onto the initial launch of the product. Having the brand design ready to go well before launch has put Beauti into a unique category of looking professional with clear, concise messaging right from its first appearance in the public eye.