The Curl Station
Creating a platform through design to launch real digital growth
The Curl Station is a specialist hair salon focused on curly and textured hair. Known for expertise, education, and a loyal client base, the brand had outgrown its existing digital presence, which no longer reflected the quality, confidence, or professionalism of the service offered in-salon.
The brief was to deliver a full digital rebrand and website that elevated the brand, improved the booking experience, and introduced ecommerce as a new revenue stream. The site also needed to integrate seamlessly with an existing booking system while remaining simple for the client to manage day-to-day.
The Challenge
The existing brand and website lacked clarity and confidence, making it difficult to communicate what made The Curl Station different. The digital experience did not support the salon’s specialist positioning, and there was no clear pathway for clients to engage beyond booking an appointment.
Key challenges included:
- A brand that did not reflect the salon’s expertise or personality
- A disjointed booking journey that created friction for users
- No ecommerce capability despite strong demand for products and education
- The need to balance visual personality with usability and performance
The challenge was to modernise the brand without alienating an already loyal audience.
Our Approach
We approached the project as a brand-led digital transformation, ensuring that every decision supported clarity, confidence, and usability.
Our work included:
- Developing a new digital brand that felt confident, inclusive, and specialist
- Designing and building an ecommerce website aligned to the new identity
- Integrating the salon’s booking system into a clear, user-friendly journey
- Structuring content to educate, reassure, and convert new visitors
- Ensuring the site was easy for the client to manage and evolve over time
The result was a cohesive digital presence that supported in-salon bookings, unlocked new ecommerce revenue, and positioned The Curl Station as a leading specialist brand in its space.
