When Hailey first reached out, she knew something about her brand wasn’t quite clicking anymore. She had built a successful esthetician business, but things were evolving quickly.
She had just purchased a commercial spa space, started leasing rooms to other professionals, and was expanding into something much bigger than the solo business she had originally started. At the same time, she wanted to elevate her online presence, grow her product sales, and create a brand that actually reflected her personality.
One thing she was very clear about from the beginning? She didn’t want to be another neutral, beige spa brand. She wanted something recognizable. Memorable. Something that felt like her.
But once we hopped on our strategy call, it became obvious that the real issue wasn’t just branding. It was that her business had quietly evolved into two completely different brands — and both of them were trying to live under the same name.
The moment everything started to click
When Hailey first reached out, everything in her business lived under the name Vanity Spa. Originally, that had simply been the name of her esthetician business. But after purchasing a commercial spa space and beginning to lease rooms to other professionals, things had started to shift.
During our strategy call, we started unpacking what her business actually looked like now. On one side, there was Hailey’s personal esthetician work. She was offering advanced treatments, focusing heavily on results, and becoming the first and only provider in her area for several clinical skincare services. That side of the business needed to revolve around her expertise, her education, and her personality.
But the spa itself had become something different. Vanity Spa had grown into a space that housed multiple professionals, each running their own businesses inside the building. Which meant the brand couldn’t revolve around Hailey anymore. It needed to represent the space itself, the professionals working there, and the experience clients would have visiting the spa.
Once we talked through that together, the real issue became clear. This wasn’t one brand trying to grow. It was two completely different businesses trying to live under the same identity.
So instead of forcing everything into one brand, we decided to build two brands that could each do their job well.
Introducing SkinShift by Hailey
Once we separated the two businesses, Hailey’s personal brand started to come into focus almost immediately.
Her esthetician work became SkinShift by Hailey. The name reflects exactly what she focuses on in her treatments: real, visible change. Hailey isn’t interested in offering fluffy facials that feel nice for an hour. Her work is centered around results, and she is the first and only provider in her area offering several advanced clinical skincare treatments.
We wanted the brand to reflect that level of expertise, while still feeling cute, aesthetic, and memorable. Hailey had been very clear from the beginning that she did not want to blend in with the typical neutral spa brands that all start to look the same.
So instead of just designing a couple of logos, we built a full brand suite for SkinShift. This included a complete logo system, brand guidelines, and printed pieces like brochures and business cards that she could use throughout her space and with clients.
The goal was to give her a brand that felt polished and cohesive, but also distinctive enough that people would immediately recognize it as hers.
Building a website centered around her expertise
With the brand in place, the next step was creating a website that fully focused on Hailey and the services she offers.
This site wasn’t just about listing treatments. It was designed to showcase her high-ticket services and position her as the go-to provider in her area for advanced clinical skincare.
Many of the treatments Hailey offers are things people in her area simply haven’t had access to before. So the website needed to actually explain what these treatments are, what they do, and why they’re such a big deal for someone’s skin. Instead of a basic service list, we built out pages that educate clients on the science behind the treatments, the results they can expect, and why these services are worth the investment.
SEO played a huge role in this as well. The entire site was written with the goal of helping people discover her treatments organically when they’re searching for real solutions to their skincare concerns. The site doesn’t just promote her services. It helps people find them in the first place.
We also integrated her online shop directly into the website so the products she recommends naturally support the treatments she provides.
{shop screenshot coming soon}
And of course, we connected her online scheduler so the entire experience flows seamlessly. Clients can learn about a treatment, see why it’s effective, grab the products that support it, and book their appointment all in one place.
The result is a website that not only showcases her work beautifully, but also gives her a platform to confidently promote the high-ticket services that truly set her apart.
The Vanity Spa website
Once SkinShift had its own identity, we turned our attention to the second half of the project: The Vanity Spa.
This website had a completely different job to do. Instead of focusing on one provider, it needed to represent the entire space and the professionals working inside it.
One of the things that guided the entire project was Hailey’s vision for the space. She wanted The Vanity Spa to feel like a place where modern luxury meets small town friendliness. A space that feels elevated and beautiful, but still warm, welcoming, and rooted in the local community.
Because of that, we knew the website needed to speak to two different audiences.
First, it needed to serve the local community. We created space on the site to showcase the professionals who currently work inside the spa and the services they offer. This allows clients in the area to easily discover the treatments available inside the building while also giving the tenants additional visibility and marketing support.
Second, we knew the site needed to attract future tenants. With studios under construction and additional spaces becoming available, we created a dedicated page explaining the benefits of leasing at The Vanity Spa. This page shares information about available studios, pricing, promotions, and what makes the space such a great place to grow a beauty or wellness business.
The result is a website that not only highlights the services offered inside the spa, but also helps establish The Vanity Spa as a destination where both clients and independent professionals feel excited to be part of the space.
The biggest takeaway from this project
The biggest shift in this project didn’t come from choosing colors or designing a logo. It came from stepping back and looking at the structure of Hailey’s business.
Once we realized that two different businesses were trying to live under the same brand, the path forward became much clearer.
SkinShift by Hailey now gives Hailey the platform to grow her personal reputation and showcase her expertise in advanced skincare.
And The Vanity Spa now has a brand that supports the professionals working inside the space while creating a destination for clients in the community.
Two brands. Two audiences. And a much stronger foundation moving forward.
Thinking about your own brand?
If your business has evolved over time, there’s a good chance your brand may need to evolve with it too.
Sometimes the answer isn’t just updating a logo or choosing a new color palette. Sometimes it’s about stepping back and asking what the brand actually needs to represent now.
If you’re ready to build a brand and website that truly reflect where your business is headed next, I’d love to help you create it.
LEAVE A COMMENT
Comments