Bigger than
the salon.

The brief

What we did.

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—surfacing Boulevard's strengths in product development, customer experience, and community-driven ethos.