The founders of Boulevard created the ultimate technology platform for appointment-based businesses such as hair salons, nail salons, wellness spas, and others. Their solution quickly became a hit within the community of owners, stylists and other personnel, especially those with multiple locations and more complexity than single shops. Boulevard's brand, however, had not fully capitalized on the greatness of their product. It was also limiting, because much of the previous messaging focused on hair salons where the platform originated, but excluded other types of appointment-based businesses. 

In order to reposition and amplify their brand, we began by interviewing dozens of owners/founders, executives, CTOs, stylists, receptionists. The results from those interviews were clear - Boulevard’s greatest strengths are product development, customer experience, and community-driven ethos (which refers to their deep roots (pun fully intended) in the salon industry). As such, we repositioned Boulevard as a Client Experience Platform, leveraging their ability to make every process seamless for each business' clientele. 

Then we created a new brand expression anchored in the idea of "Make every moment matter." It refers to the human touch throughout the client experience, with technology as the enabler. We redesigned the Boulevard logo and identity system to align with the new positioning and brand promise, and produced a video featuring actual Boulevard customers to bring the story to life.