Case Study
Patina Salon
A Brand as Refined as the Work.
Kayla spent years building her reputation behind the chair before opening her own door. Patina launched with a loyal clientele, but a new brand starts its digital presence at zero, and it had to match the work she'd earned her name doing.
a brand without a digital presence.
The Challenge
A premium reputation.
A brand new start.
A new salon, no digital presence.
Patina launched with Kayla's reputation and loyal clients, but online it was starting from zero. No search visibility, no real website, nothing for anyone outside her existing circle to find.
We built a complete brand from scratch: site, logo, color system, and voice, all launched to match the upscale experience Kayla had already earned a name for.
Six providers. Six booking links. No shared brand.
Every stylist and nail tech at Patina already had their own GlossGenius booking page, but there was no shared front door. A new client searching for a Columbus salon had no way to find the studio or compare providers. The booking tools were there. The brand wasn't.
We built one brand site with a page for every stylist and nail tech, each showing their specialty, portfolio photos, and a direct booking link.
No individual stylist profiles.
Clients come to Patina for specific stylists, but there was no way to show each person's work, specialty, or booking link. New clients couldn't choose with confidence.
A dedicated page for each stylist with portfolio photos and a direct link to book.
Invisible on day one for local SEO.
Columbus salon and balayage searches went to competitors with worse work, not because Kayla's skill was lesser, but because Patina didn't show up in search yet. Every day without SEO, the right clients found someone else instead.
We built targeted local SEO for high-value service terms and Columbus salon searches.
No follow-up for no-shows or rebooking.
Valuable clients fell through the cracks after their appointments. No reminders, no rebooking nudges, no review requests. That's revenue left on the table.
We set up automatic rebooking reminders, review requests, and loyalty follow-ups through their booking software.
The Scope
Everything we shipped.
Brand Identity
A complete brand system: logo, color palette, typography, and photography direction, built to match Patina's moody, upscale look.
BrandCustom Website
Every page built to move visitors toward a booking: homepage, services, stylist profiles, and contact, structured around how Columbus clients choose a salon.
Web DesignStylist Profile Pages
A page for each stylist with portfolio photos, specialty services, and a direct booking link. New clients choose with confidence before they walk in.
Web Design24/7 Online Booking
Online scheduling that works around the clock. Clients book during lunch, after hours, or on the weekend, without Kayla lifting a finger.
CRMLocal SEO
Google Business Profile optimization and service pages built for Columbus balayage, color, and salon searches, made for clients who are ready to book now.
Local SEOCRM & Rebooking Automation
Automatic rebooking reminders, review requests, and loyalty follow-ups through their booking software. Kayla's best clients never fall through the cracks.
AutomationThe Build
Booking on their
own time.
Kayla's clients now book on their own time, no phone tag. New clients find Patina through search and reserve without waiting for a callback. Less time on logistics, more time doing the work she loves.
What the work is built to do.
The math behind a booking system that fills the calendar while Kayla works.
Conservative by design: here's exactly what we assumed
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