client
The organic esthetician
Services
brand strategy, branding, shopify web design & development, brand enhancement
The Organic Esthetician is a premier skin care specialist for the Los Angeles and Napa Valley areas. Offering bespoke facials that go beyond the ordinary and utilizing alternative modalities and chemical-free products, the OE is a true expert in the skincare industry.
The ask
In addition to offering in-person facials, Katie Sobelman of the Organic Esthetician is a skincare educator with a large following. In recent years she’s seen a lot of growth and the DIY brand and site she originally created just weren’t cutting it anymore. She had an online store built with SquareSpace and needed a way to integrate sales and inventory data with her accounting software. Lastly, she needed to be able to book clients through the new site for each location with separate availability calendars.
The Approach
Starting with Brand Strategy, we got into the nitty-gritty of the OE’s brand including goals, personality, target audience, and competitors. It felt like her current brand was trending a bit too whimsical and needed more luxury appeal. We also identified her customer’s level of awareness and discovered that though her ideal client tends to be aware of the treatments associated with overall skin health, we needed to position the OE brand as the place to not only find that treatment but as the premier option for both Los Angelas and Napa Valley. To do this we wanted to create a brand that felt luxurious but alternative. We wanted to highlight the fact that Katie uses electricity in a lot of her facials while still feeling like a wellness and beauty brand.
We also wanted to create a Shopify website that acted as a hub for the OE’s multiple revenue streams. To do this we needed a home for all of her educational YouTube videos, a service menu to highlight each treatment, a multi-functioning online booking system, an online store for all of her product recommendations, and an affiliate shop to open additional revenue opportunities.
The Result
Beginning with the brand, I worked to create a full suite of marks for Katie to use throughout each aspect of her business. The primary mark features a serif “OE” with a lightning bolt and fully encapsulates that feeling of luxury with a hint of alternative. It brings the user in and makes them want to learn more. The full suite also features hands with lightning bots that feel more referential to the facials themselves paired with an exaggerated script/display font for that touch of opulence. Katie’s services range from $200 – $600 per session, so I wanted to make sure we’re targeting that high-end crowd with this one.
The website features everything Katie wanted and more! We add additional fields to the product pages to include Katie’s Tips for product use, ingredients, and product pairings. We also incorporated a product bundler to promote upsells and highlight lower-performing items. The booking system integrates seamlessly with Katie’s booking software and Shopify’s backend is all set to sync with her accounting software.
In the end, I’m so so pleased with how this one turned out. Katie was a joy to work with and her passion for her craft really shined through each piece of the project.
