Launch Kit refreshed The James’ brand identity and built a user-friendly website for their Ada and Saugatuck locations. The site showcases services, allows easy booking, and r
The James Salon, Spa, and Boutique is a high-end beauty destination with two locations—Ada and Saugatuck, Michigan. Known for its modern, sleek aesthetic, The James offers clients a premium salon experience, spa treatments, and a boutique with fashion forward, yet wearable clothing. The Ada location offers both shopping and salon services, while the Saugatuck location focuses solely on shopping.
When James Garnant, the founder of The James, approached us, his goal was to fine tune the brand presence both in store and online. Our mission was to refresh the brand’s identity and create a website that would reflect their upscale, yet welcoming vibe. Here’s how we did it:
The James wanted to stand out in Michigan's competitive beauty industry by offering a unique, yet timeless brand identity. Our initial conversations were about translating their sophisticated, high-end salon experience into a visual language. Drawing inspiration from New York fashion and Chicago hospitality, we aimed to create a brand that felt sleek and elegant, while remaining approachable.
For the color palette, we went with a chill green, burnt orange, and deep navy—tones that feel de-saturated and refined. The fonts we chose—Volte Regular and Bold—offer a clean, easy-going aesthetic that still feels polished.
The logo was designed to be simple and enduring. We rotated “The” vertically, pairing it with the heavier “James” for a modern, balanced look. This lockup is both versatile and iconic, ensuring The James brand would stand the test of time.
Designing the website for The James was all about user experience. First, we wanted to make it crystal clear that there are two locations: Ada and Saugatuck. We achieved this by using storefront images of each location in the homepage’s hero section and providing dropdowns in the navigation for easy access to location-specific services.
We also integrated Vagaro, The James' booking system, directly into the navbar, so visitors can easily book appointments online. This was a key feature, as we wanted the website to be functional and user-friendly for both first-time visitors and regular clients.
As part of our ongoing collaboration, we continue to work with The James team to keep the website up to date with the latest services, FAQs, and stylist profiles.
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