Launching & Growing a Beauty Brand from the Ground Up
Role
CREATIVE DIRECTION
BRAND STRATEGY
DIGITAL MARKETING
WEBSITE DESIGN
PAID ADVERTISING
MARKETING COLLATERAL DEVELOPMENT
Pierpont Nail Spa was built from launch through a close collaboration with the founder and core team.
I developed the brand identity and online presence using user-centered design and customer research to define the target audience and market positioning. This strategy informed the creation of the website, logo, brand book, social media presence, Google Ads, and all core marketing materials, including business cards, gift cards, postcards, and the spa service menu. I led all marketing efforts for two years, helping establish a cohesive and recognizable brand both online and in-person.
A Closer Look
Designed and continually evolved a branded website for Pierpont Nail Spa that balanced a scrappy startup approach with long-term growth. The site included online booking, payment integration, service menus, team information, and a gallery, all optimized for both desktop and mobile users. Built around the spa’s target customer, the website became a key driver of new client acquisition and has been refined over time as the business expanded.
BRAND REFRESH
WEBSITE & DIGITAL EXPERIENCE
Partnered with the founder to translate the desired brand essence into a complete identity system, including the logo, text mark, and brand book. I also designed all core customer-facing materials, including business cards, gift cards, postcard flyers, and the in-spa service menu. These assets created a cohesive and recognizable experience across every customer touchpoint and continue to be used throughout the business today.
BRAND REFRESH
BRAND IDENTITY & PRINT
Built and managed the spa’s Instagram and Facebook presence from launch in 2021, creating all feed and story content and developing monthly campaigns tailored to the business’s evolving needs. Without paid advertising or boosted posts, the accounts grew organically to more than 400 followers while maintaining steady engagement. The content strategy supported the owner’s goal of slow, intentional growth and helped position the spa as an approachable and aspirational local brand. The account also featured recognition from Martina McBride as a customer.
SOCIAL MEDIA STRATEGY
BRAND REFRESH
Created the printed service menu displayed at each station within the spa, designing it to be clear, elevated, and easy for customers to navigate while reinforcing the overall brand aesthetic.
SPA MENU
Designed both physical and digital gift cards to support in-store sales, online purchases, and social media giveaways. I also created branded business cards with QR code integration, giving potential customers a seamless path from print materials to the website and booking experience.
GIFT CARD & BUSINESS CARD