Case Study

After receiving this brief, our first step was to establish two branding documents for Australian Beauty School: the Brand Story Guide, and the Brand Storytelling Strategy. The Brand Story Guide was created to establish the integral mission, vision and purpose of Australian Beauty School, the founding key values which would anchor this brand, and what messaging pillars would underpin all content and communication.

In contrast, the Brand Storytelling Strategy was created to outline exactly how the Brand Story itself would be conveyed – both in terms of aesthetics, design and copywriting. In this document, we identified exactly what journey each Australian Beauty School student would undertake with this brand, and what transformative experience they would unlock as a result.

Another pivotal element of the Brand Storytelling Strategy was determining the Australian Beauty School brand archetype. This was an essential step in developing the brand, as it was the lynchpin that would ensure consistency in every element of brand presentation – from marketing collateral, email campaigns, social media content to website graphics, design and copywriting too.

The brand archetypes of the Magician and the Sage were identified as powerfully aligning with Australian Beauty School, for the very reason that any prospective students would be searching for two things: power and understanding. They would be looking to develop their education and training in skills which would help to transform their lives for the better, with Australian Beauty School equipping them with expert knowledge and the ability to shape their professional lives in the beauty industry exactly as they wanted.

As a result, a brand identity which combined the mystical, transformative and visionary elements of the Magician with the knowledgeable, influential and intelligent aspects of the Sage, we knew, would deeply resonate with this target audience.

Alongside developing the Brand Storytelling Strategy, we completed additional market research to clarify the precise ‘pain points’ our intended target audience frequently experienced in relation to up-skilling or online learning. We also used this research to understand what common dreams or aspirations this target audience shared, what existing brands they were familiar with and drawn to, and what their interests were beyond the beauty industry.

Having fully fleshed out Australian Beauty School brand identity, ensuring this aligned with what the target audience would find both appealing and compelling, all copywriting and graphic content was compiled ready for the website build.

With all content then edited for SEO optimisation, the website build was underway. We tackled the construction systematically, page by page, to ensure the process was as efficient as possible. What was vital during this phase was the collaboration between our creative and technical teams, who worked together to ensure the Australian Beauty School website appeared and performed to the highest professional standard (whilst, most importantly, remaining within budget) for both desktop and mobile viewing.