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Pigtails & Crewcuts Website Rebrand

Pigtails & Crewcuts Website Rebrand Case Study

The Challenge

Since Pigtails & Crewcuts was founded, the brand has gone through a few updates before landing on the kid-friendly, parent-owned national hair salon franchise it is today. The most recent brand update in 2017 led to a major revision in the Pigtails & Crewcuts visual style. At this point, the website was fairly new so it was not included in this branding update. However, by 2020, the website was showing its age. 

Over 80% of the website’s traffic comes from mobile devices, but the existing website was not as mobile-friendly as current sites and lacked the functionality parents wanted. It was also neither easy to update nor efficient for making mass updates to the overall look of the website. A new point of sale system rollout and app development made 2021 the perfect time to complete a major rebrand and relaunch of the Pigtails & Crewcuts website.

The Solution

The new Pigtails & Crewcuts website was built entirely from the ground up. We started with a new page-builder that allowed our design team to totally customize the visual layout of the site to match the brand.  We were able to bring the visual style of the ads and in-store graphics into the website– making it kid-friendly and visually interesting, while also keeping it clean and user-friendly for parents. 

Imagery and illustration are major brand identifiers, so we started with great in-salon photos, high-quality video and drastically reduced the content on the site. The imagery speaks better to the experience than words. Haircuts can be scary for little ones, and we wanted this to be a tool for parents to make this process more transparent. The illustrations were a vital addition to the site, and help bring a core brand element into the website.

We were able to integrate the new site with the newly released app developed by the point of sale (POS) system the franchise uses. The app supports salon web pages for the stores currently using that POS system and we matched the visual brand for salons that are still in the process of transitioning over.

The Results

The addition of the new page-builder made this a cost-efficient way to build the site while making it easy for Franchise Support Specialists to aid owners with revisions and updates. This shifted the maintenance of the website to a single source from the POS system that the franchisees live in everyday. 

Using tools like the new StyleChat, we were able to position the site as a resource for parents to find general information and services while still ultimately guiding them to their local salon. 

The new site is mobile-friendly, provides better SEO, and is easier to maintain. For parents, the site is easier to navigate, helps them to find their salons and book appointments, and serves as a connection point throughout their process for getting their child’s haircut.

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When you think about a website, you don’t think about how tedious they are and how much work goes into it. But if you follow a process and collaborate along the way, the site evolves into exactly what it should be. This website plays an integral part in connecting all the different moving pieces between the in-salon, point-of-sale (POS) system, new app and web experiences. The addition of the Style Chat is a piece I’m even more excited about than I thought I would be; it’s allowed us to better support our customers as an expert in caring for their children’s hair. 

- Theresa Vona

Vice President of Franchise Support

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There was so much attention to detail—even down to the choice to use a hamburger menu rather than a more standard navigation. It’s amazing how each little detail makes a huge impact on the final product’s usability. This site has made updating the POS system so much smoother, allowing us to make changes in real time. This has allowed the salon owners to have a much more seamless process to update hours and pricing during a hectic time like the pandemic. 

- Ben Rigel

Franchise Support Specialist

About Pigtails & Crewcuts

Client Since 2016

Pigtails & Crewcuts is a children’s hair salon franchise created by parents for kids to offer a stress-free haircutting experience for the whole family. In addition to hair care services, Pigtails & Crewcuts offers a custom line of kid-centric hair products and accessories, gifts, and a private party room for birthday celebrations.