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Overview
Our agency was responsible for developing a brand for a new beauty salon in Brooklyn, New York. The salon caters specifically to the CIS community and those passionate about high-quality manicure services. Our primary goal was establishing the salon as the top choice for people looking for exceptional beauty services. We did this by highlighting its commitment to safety, meticulous attention to detail, wide range of services, and outstanding quality of manicures.
Credibility
Description
Our agency was tasked with creating a brand from scratch for a new beauty salon in Brooklyn, New York, targeting the CIS community and enthusiasts of high-quality manicures. Our main focus was to highlight the salon's commitment to safety, attention to detail, variety, and exceptional quality of manicures. We aimed to establish this beauty salon as the top destination for those looking for superior beauty services. Achieving this goal required extensive market research and developing a brand that stood out from the rest for its excellence.
Solutions
Achieving the goal of creating a superior service brand required extensive market research and developing a distinctive brand:
1. Market Research
Our market research was conducted to identify the potential for a salon that could offer services beyond what is currently available in the market. We specifically looked at the level of competition, the quality of services provided, the feedback from customers, and the overall aesthetic appeal of competitors. We conducted detailed interviews with the loyal customers of the salon owner to understand what made her services unique. The key takeaways were her meticulous attention to detail and safety. These conversations also helped us to identify the needs and concerns of our target audience, allowing us to tailor the Value positioning statement.
2. Positioning Statement
Our strategy for PTASHKA salon was built around the concept of "perfection." We developed this positioning based on the client's vision and market research insights. It was evident that to stand out, PTASHKA had to emphasize its commitment to delivering services with unparalleled precision and safety. This focus helped us to distinguish the salon as the paragon of beauty service excellence, customized to meet the preferences and expectations of the Russian-speaking community in New York.
3. Naming
The salon has been named "PTASHKA" after the owner Natalia Ptashnik's last name. The name was chosen to reflect the salon's dedication to personal excellence and the high level of respect and admiration that customers have for the owner. "Ptashka," which means bird in Russian, represents the salon's pursuit of perfection and elegance, aligning perfectly with our brand vision.
4. Brand Identity
We selected the Kolibri (hummingbird) as the emblem for PTASHKA's brand identity, representing the salon's dedication to agility, beauty, and perfection. We thoughtfully incorporated this symbol into all branding materials, including interior design elements and promotional content, to create a consistent and easily identifiable visual identity that reflects the salon's fundamental principles.
5. Communication Strategy
Our communication strategy included brand awareness and performance digital campaigns. We also developed targeted social media strategies featuring the owners as the face of PTASHKA.
6. Website Design Development
The PTASHKA website was created with the aim of providing a seamless user experience, reflecting the salon's commitment to excellence and aesthetic philosophy. The design features elegant visuals and intuitive navigation, allowing visitors to easily browse through the various services offered by the salon, read about their dedication to perfection, and conveniently book appointments online.
Ptashka
