Hair Benders... A Brand That Will Never Go Out of Style

Hair Benders is Chattanooga’s premier hair salon and spa. A reputation they’ve upheld for more than 40 years. They’re recognized as the only place for international hair styling. They’re also Chattanooga’s only member of Intercoiffure, an elite, by invitation only, international organization of Salon owners on the forefront of fashion.

When Hair Benders first met with Maycreate, the owners were concerned about winning and keeping their younger demographic. They felt they were no longer seen as relevant to this audience, despite a 5-star rating on Facebook and participation in an International organization that trains top stylists from Paris and Belgium.

Brian May, president and executive creative director, and John Wagoner, senior brand strategist & account supervisor, held a brand review with the co-owners. Following a brief presentation and discussion, the two parties agreed to an update of the brand’s image, which began with a logo redesign, a new color palette and typography change, resulting in a stylish, more youthful look for the brand.

The design department started work on the logo. Adam Ewing, design director, Kat Bush, art director, Sophia Wegman, designer, and Brian May began an extensive exploration. The direction was to design a logo with a modern slant, something that emphasized negative space and moving forward. The color palette supported this direction with striking, contemporary colors that were avant-garde and youthful. The approved logo was designed by Kat Bush.

Given the retail nature of the business, projects were quick turnaround and that required keeping a close eye on approvals, last-minute revisions, and any additional client requests. To facilitate this crucial need, Abby Webb, our project manager, created a review system for our client, streamlining production and maximizing our approval process.

Rad Davenport, our analytics and SEO expert, put together a comprehensive media plan for online social and digital display ads, while Anthony Sims, senior creative director and copywriter, generated content for this introductory digital campaign. The creative department also produced a stationery set, interior and exterior signage, in addition to marketing materials for Hairbender’s Northshore grand opening.

As we were preparing to launch, the pandemic hit, and the city and businesses closed their doors. That didn’t stop Maycreate. We quickly shifted gears, looking for new ideas or marketing efforts that would increase business and drive revenue during this uncertain time. Everything from a pick-up of a client’s favorite hair care products to quick and simple styling techniques they could do at home.

When Hair Benders reopened a few months later, Maycreate launched an all-out digital and social media campaign. It targeted Chattanooga’s female market, ages 25 to 55, with image ads and new messaging. As a result, the salon was booked solid for a month.

If you’re looking for a marketing success story of your own, give John Wagoner a call or drop him an email. He’d be happy to talk to you about ways we can distinguish your brand, separating you from competitors, while increasing market share.