Mangomint
Ground-up brand design for a next-gen salon and spa booking platform.
Creative Strategy
Brand Design
Creative Direction
Team Management
Challenge
As a hairstylist, you spend a lot of time keeping up with the latest styles and trends. In a world where one of your IG followers could be your next client, you have to. So when beauty and wellness business owners go looking for a better booking system, they can’t be greeted with the same old ‘software solutions’ messaging. Sure, they want to see the product, but we had to leave the tech jargon behind.
As a new competitor in the salon and spa space, Mangomint wanted a brand that reflected their unique approach to a business platform. It needed to differentiate itself from behemoth legacy brands while building awareness and trust in the industry as a company that understands its users’ needs.
Process
After countless industry expert interviews, we identified a huge opportunity – Mangomint needed to embrace the style and trend focus of the industry. Instead of building a ‘tech’ brand, we drew inspiration from the very products found on the shelves of salons and spas. We developed a tone that was approachable and quirky, yet delivered on our promise to provide a beautiful and easy-to-use solution.
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It was critical to optimize the site for conversions without compromising our visual aesthetic.
Social Media
We knew the importance of an Instagram presence for the brand from the onset, we simply didn’t have the bandwidth to do it properly until a year ago. I was tasked with creating our Instagram strategy and design, utilizing Asana and Later to build out content calendars, ideate and workshop posts, and conduct routine check-ins with our Instagram manager.
Since salon and spa owners aren’t typically spending their time checking out industry software accounts Mangomint took a different approach – we focused our IG page around our customers, showcasing their businesses, highlighting industry trends, and providing content that made our followers smile. We trusted if people got curious about the platform, they knew how to learn more.
Outcome
Mangomint is still a young brand, however, it’s quickly become well-respected in the industry, synonymous with thoughtful design, great customer service, and a company that ‘gets’ its users. The platform has grown consistently since launch, with a dedicated userbase that has gone from zero customers to hundreds in just a few short years.
Role
I lead the creation of the Mangomint brand; providing strategy, designing the identity, building style guides, and managing the development of all marketing channels and communications. I continued as the ‘keeper of the brand’ throughout my time at Mangomint.
Full Project Duties >
- Conceived creative strategy
- Created brand pillars, voice, and guidelines
- Designed identity and style guides
- Managed and maintained brand consistency
- Extended brand to sales materials
- Translated brand to website design
- Translated brand to social media approach
- Created and lead social media effort
Team
CEO, industry experts, engineer, freelance creative resources
Tools
Adobe Creative Suite, Quip, Google Drive, Asana, Preview App, Over, Adobe Spark, Instagram, Facebook Ads Manager