When Brian bought the beauty school that his great grandmother founded in 1936, he knew he had some major challenges. Everything needed to be updated, from the building the school was in to branding of the school itself. In just over five years, he successfully revived the business while staying true to his family’s long history in the community.
A family’s legacy, a community institution.
Amber’s Beauty School had long been known in the Muncie community as a great cosmetology school that offered exceptional beauty services, but in 2007, when owners Brian & Brooke Shrieve bought the family business, the school had been struggling. In a difficult economic climate, things had slowed down for the school; enrollment had dropped to just seven students, and the building the school was located in was rapidly deteriorating. Brian decided to invest in the school. He decided to relocate to new facilities, but he knew that a new location was only the first step; Amber’s Beauty School needed a new identity.
Old school, new style.
Not many companies can lay claim to being family-owned for more than 75 years, and Amber’s Beauty School didn’t want to lose the history of the company. But, as Brian pointed out, “Even though it’s an old, established business, it’s in an extremely trendy industry.” So Windmill Marketing embraced that concept, coining the slogan, “Old school, new style.”
“Arrick just got it. He took the time to really understand our company, our mission, our history, everything. So when he came to us with the first draft of the logo, we didn’t have any changes. He completely nailed it.”
Windmill Marketing developed a logo, color palette and tagline that informed every stylistic choice that went into the new facilities and rebranding of Amber’s Beauty School. From the paint on the walls, to the color of the clothes the students and employees wear, to the website and logo, every piece of Amber’s Beauty School’s new identity works together and presents a cohesive image of a trendy company with strong and deep roots in the community. “I’ve never been a big fan of traditional advertising, but I like investing in things that stick around,” said Brian. “Arrick’s designed a lot of permanent pieces, like the signage for our building, the awning, the wraps in the entry way, that are a good investment for our business.”
How things have changed
Since Brian and Brooke took over the family business and rebranded with Windmill Marketing, Amber’s Beauty School enrollment has climbed by more than 600% in the first six years: from 7 to 50 students. They’ve seen incredible growth, including a 20% increase in profit from 2011 to 2012. While not every year’s growth has been that high, the growth has been consistent. “Amber’s Beauty School is the total package now, beginning with Arrick’s work,” said Brian. “I get compliments on our look weekly, even daily. Everybody I meet goes on and on about how awesome it is. It’s a timeless design, and we’re proud to use it.”
Logo design incorporates a vintage educational illustration and a unique wordmark that is reflective of the script type used in years past. The inclusion of the Futura sans serif font creates a balance of vintage and modern.
Before and After of a graphic entryway. The design is very bold and inviting from the exterior, but the entire area can be seen through from inside.
Responsive website design that facilitates enrollment to the school as well as pricing/scheduling for salon services. Check it out at www.ambersbeautyschool.com