The founders of Boulevard created a top technology platform for appointment-based businesses like hair salons, nail salons, and wellness spas. It quickly became popular among owners, stylists, and personnel, especially those with multiple locations. However, Boulevard’s brand hadn’t fully showcased its product’s greatness and was too focused on hair salons, missing other appointment-based businesses.
To reposition and amplify their brand, we interviewed dozens of owners, founders, executives, CTOs, stylists, and receptionists. The feedback highlighted Boulevard’s strengths in product development, customer experience, and community-driven ethos rooted in the salon industry. We repositioned Boulevard as a Client Experience Platform, enhancing the seamless client process.
We then created a new brand expression, “Make every moment matter,” emphasizing the human touch enabled by technology. We redesigned the logo and identity to match the new positioning and produced a video featuring actual Boulevard customers to tell their story.
