Fringe

Rebranding

Web design, branding

A complete brand overhaul and website refresh for fringe Salon.

Timeline

6 weeks

Tools

Photoshop, Adobe illustrator, Mockflow, GitHub, VS Code

Fringe Salon

Client

2025

Year

The Brief

Fringe is a higher-class salon that employs a team of experienced professionals whom provide clients with a luxury salon experience. While traditionally catering to the demographic of women ages 35+, it has recently begun to employ a series of younger hairdressers who specialize in more trendy and alternative styles.

Despite its status as a luxury salon, the website for Fringe fails to convey this brand image. It possesses an outdated royal blue and white color scheme with inconsistent and overly playful fonts. Beyond this, the website’s layout features numerous pages with overlapping information, misaligned elements, and multiple opportunities for accessibility improvements. These issues overall detract from the brand’s credibility and user experience. Its poor layout makes it difficult to navigate for their older clientele who might be less tech savvy, while younger clients will be turned away by the lack of visual cohesion.

The Solution

My solution was to modernize the site by reworking it from the ground up and implementing a sleek, sophisticated design with a refined color palette that more closely aligns with the salon’s other marketing avenues. Cohesion was be brought to the typography, and the layout was changed to appear cleaner and more intentional. Beyond that, accessibility improvements such as proper alt text and keyboard navigation were incorporated. time was also taken to condense the information present within the website to eliminate overlapping info and reduce the amount of clicking users need to do to find relevant information.

Deliverables

Wireframes for 3 screen sizes
Mockups for 3 screen sizes
The fully coded and operational website

Branding

Before any work could begin on the website, some major changes needed to be made to the way Fringe presented themselves online. Extensive research was done into the target demographics of the salon.

Audience

1.

Primary Audience: Women ages 35-65
Secondary Audience: Women ages 18-25

Design Appeal

2.

Retroism
Minimalism
Clean and streamlined
Authentic and realistic

wEB appeal

3.

Best Stuff First
Large, High-Quality Images

Large Typography

Every event we host is designed with intention, from the atmosphere we create to the way each session flows.

The New Look

Tone and image

The overall brand image I crafted was one that appeals lightly to the retro sensibilities of our target demographics by invoking the idea of older magazine models and cinema photography. The design should communicate a sort of quiet luxury that’s almost editorial and lets clients know that this is a high end experience, but avoids coming off as off putting or show-boating. It should project the image of being a high-end performance of self-care that’s trendy and up to date.