Case Study
Patina Salon
A Brand as Refined as the Work.
Kayla spent years building her reputation behind the chair before she ever opened her own door. When Patina launched, she brought a loyal clientele with her — but a new brand means starting a digital presence from day one, 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.
Opening a new salon with no digital presence — and no margin for a slow start.
Patina Salon Studio launched with Kayla's reputation and a loyal clientele in tow. But a new brand is a blank slate online — no search visibility, no unified web presence, no way for anyone outside her existing circle to discover her. The website needed to do the work of establishing a brand that the reputation alone couldn't reach.
A complete brand identity built from the ground up — site, logo, color system, voice — launched to match the elevated experience Kayla had already earned a name for.
Six independent beauty providers. Six separate booking links. No shared brand to bring them together.
Every hair 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 discover the studio, compare providers, or find the right booking link. The infrastructure existed; the brand didn't.
A unified brand site with a dedicated profile for every stylist and nail tech — each surfacing their specialty, portfolio photography, and a direct booking link — so new clients can find the right provider and book with confidence.
No individual stylist profiles.
Clients come to Patina for specific stylists. There was no way to feature each person's work, specialty, or booking link. New clients had no way to choose with confidence.
Dedicated profile pages per stylist with portfolio photography and direct booking.
A new brand starts at zero for local SEO. Invisible on day one.
Columbus salon and balayage searches went to competitors with inferior work — not because Kayla's skill was lesser, but because Patina didn't exist in search yet. A new brand builds SEO from scratch. Every day without it is another day the right clients find someone else.
Targeted local SEO for high-value service terms and Columbus salon searches.
No follow-up system for no-shows and rebooking.
Valuable clients fell through the cracks after appointments. No reminders, no rebooking nudges, no review requests — all revenue left on the table.
Automated 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 communicate Patina's moody, elevated aesthetic at every touchpoint.
BrandCustom Website
Every page built to move visitors toward a booking. Homepage, services, stylist profiles, and contact — structured around how Columbus clients research and choose a salon.
Web DesignStylist Profile Pages
Individual pages per stylist with portfolio photography, specialty services, and a direct booking link. New clients choose their stylist with confidence before they walk in.
Web Design24/7 Online Booking
Integrated scheduling that works around the clock. Clients book when it's convenient — during lunch, after hours, on the weekend — without Kayla lifting a finger.
CRMLocal SEO
Google Business Profile optimization and service-specific pages targeting Columbus balayage, color, and salon searches — built for clients ready to book now.
Local SEOCRM & Rebooking Automation
Automated rebooking reminders, review requests, and loyalty follow-ups through their booking software. Kayla's best clients never fall through the cracks after an appointment.
AutomationThe Result
Booked solid.
No phone tag.
Kayla's clients now book on their own time. New clients find Patina through search and book the same day. Kayla spends less time managing logistics and 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
My site finally looks exactly like the salon I always had in my head. Clients tell me they booked because of the website. The bookings don't lie.
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