HOTHEADS
HAIR EXTENTIONS REBRAND
Pre Rebrand branded assets
ANOTHER FACE IN THE CROWD
Hotheads Hair Extensions, a brand held by Beauty Industry Group, felt their branding was stale and didn’t stand out from the competitors. Moreover, they felt their previous identity was not approachable and lacked the diversity that exists within their customer base. Hotheads also wanted to offer e-commerce on their website.
To break away from other hair extension brands (including some sister brands within the same organization), Hotheads wanted to move away from the stereotypical black, white, and pink palettes so often used to target salon professionals for B2B beauty products. The goal was to provide a more attainable feel and every day lived-in look.
Hotheads wanted to provide an online destination where education and community for hair stylists comes first, in addition to launching their inaugural e-commerce platform.
Hotheads came to Evoke for their rebrand because of our expansive experience in the professional beauty and lifestyle field.
Audience Data
Through research, we found that the target demographic for Hotheads was under represented in the previous branding. This data was the main driver and inspiration for the direction of the rebrand. Hotheads wanted to speak to both Stylist (B2B) and end consumers (B2B2C).
Using the data collected we created several unique persona’s to represent the target demographic. Below are two of the personas, one representing a B2B customer, an independent stylist, and the other representing B2B2C, a consumer who would get the hair extensions installed at a salon.
For the rebrand, we focused on a natural, timeless look with a wider demographic range of models and target consumers. After developing an updated strategy for branding and target consumers, we knew there was a need for updated content for use on all Hotheads Hair Extensions marketing materials spanning from the new site to physical marketing collateral and educational pieces.
The logo got a subtle but important new treatment. The “Hotheads” wordmark did not work easily across all platforms in the vertical type. In order to increase readability and designability, we move the type to the bottom of the logo mark. Another simple but effective change was including solid color options for the logo.
Logo Pre Rebrand
Logo set post rebrand
When developing the updated visual identity, we went with a more natural toned palette so that the hair would speak for itself. The imagery focuses more on a natural style versus runway glam. The visuals lean more towards a more lived in luxury, staying away from flashy fashion colors. We included images to guide the use of text as an element instead, as well as included an arched shape for framing. The arch also represents a “window” into the tips and tricks of the world of hair styling.
Tone and Voice
In addition to reworking brand visuals, we also reworked the voice and tone of Hotheads. The language emphasizes the key messages of the brand. The voice focuses on authenticity, rather than being overly positive. The purpose and mission are clearly stated, and everything said puts the community first. For example, the brand’s manifesto below was reinvigorated to communicate the new and improved tone and attitude of the brand.
manifesto
No doubt you’re one of a kind, and we LOVE that about you. Beginner or expert, independent or commissioned - we’re all for individuals inspiring each other.
And THAT is what our Hotheads community is about.
Welcome to the #HOTTIESQUAD, hot stuff. With this crew, you’ll take your career to the next level by taking your client’s hair to new lengths. You’ll be reminded of your worth, encouraged to always go for it, and grow through what you go through - because even when the going gets rough, this community has your back.
We’re here CELEBRATE your wins, SUPPORT you in your goals, and LEARN along the way.
Show off your #HOTHEADSBEST and you’ll always have the #HOTTIESQUAD cheering you on.
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The Tape In Hair Extensions originated with us, and simple, fast and extraordinary hair extension products were perfected by us. Offering 100% Human Remy Hair - pre-layered with natural body and texture - in several application methods, Hotheads will expand your expertise, elevate your craft and increase income behind the chair.
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Styles and methods are continuously innovating, which is why we offer House of Hotheads courses digitally and in-person. We support you with with the latest certification opportunities, developing curriculum that covers the breadth of this exciting skill and service.
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We are here to listen to what you need as an extension specialist. The #HOTTIESQUAD is more than a hashtag. It is a way to tell us what you love and care about - from your career goals to the ways you want to see us give back. It is a way to consistently support each other. Hotheads is not Hotheads without the #HOTTIESQUAD.
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We’re here to provide an investment in you, your goals and your future. Through invaluable education at a value-focused cost, premier products that allow your passion to shine and charitable missions that support an ethical industry, we exist to give you the tools to create and make the world a more beautiful place.
Visual overhaul
The Evoke Agency hosted a 3-day photo and video shoot in the Headquarters studio in Madison, WI. We showcased the variety of styles that can be achieved with the product and highlighted the brand community. Post-shoot, we created a brand video that is uplifting and authentic, featuring Hotheads Hair Extensions stylists, models and UGC.
“The new look for Hotheads is like a breath of fresh air. It feels like we are the cool kids on the block and speaks to our customers needs and motivations while honoring to our history as a trusted professional brand.”
Brand Video
The brand video was created to re-introduce Hotheads Hair Extensions to the community. The video was used to position the brand’s new look as approachable, and ready for stylists to use to achieve livable, every day looks.
To disrupt a beauty narrative that promotes conformity through trends, Hotheads represents the diversity of our community with a tone that is empowering and entertaining. At heart, it is a rally call to coordinate our audience - and encourage them to speak for themselves with a “you go girl” attitude. It also defines what the goals of our #HottieSquad are, acting as a mission statement. From a stylistic standpoint, consistent use of all-caps for key verbs/actions will help differentiate our copy and messaging from other communities.
Examples of the new branding imagery in use
Website design and execution by anthro-tech supported with photography and copywriting by The Evoke Agency.
Client Leads: Lindsay Rupel, Chanel Munoz, Kristen Rodgers, Stefanie Pesantes