COPYWRITER
Trade Secrets
Spec Rebrand
Refreshing a beauty salon mall staple.
My role: Copy, strategy, art direction & UI design
Rebrand Process
The Big Idea
The Experts in Salon Beauty
The Team
Individual Project
My Role
Copywriting, Strategy & Art Direction
Disclaimer
This project is speculative work created for portfolio purposes only. All brands, imagery, and trademarks remain the property of their respective owners and are not affiliated with this concept.
The Problem
Trade Secrets prides itself on being the place where customers can get everything they need for their beauty routines, as well as the latest trends. The issue was that the majority of people didn’t know that salon services were offered and did not perceive Trade Secrets as a high-end, ultra-trendy company from which to get the best beauty advice and services.
Key Insights
Trade Secrets' target audience for the rebrand consists of women aged 26-65 and is made up of Millennials, Gen X, and Baby Boomers. In order to reach the target, key trends such as preferences in design, beauty trends and demands, diversity and guidance while shopping was incorporated throughout the rebrand. Refer to the Target Audience and Key Research slides for more detailed information.