Project Case Study

Project at a Glance

• Client Pure Hair & Wellness

• Location Milton, NSW South Coast

• Founder Tracy

• Industry Hair & Wellness - Salon & Head Spa

• Services Brand Identity, Copywriting & Tone of Voice, Website Planning, Design & Build, Social Media Strategy & Ongoing Content Management

• Platform Squarespace

• Status Launched - ongoing partnership

• Website www.purehairandwellness.com.au

The Client

Pure Hair & Wellness is a hair salon and head spa nestled in the heart of Milton on the NSW South Coast - a space designed for stillness, sensory care, and expert service, where skilled cut and colour meets restorative wellness ritual.

Founded by Tracy, an experienced stylist with a calm, grounded presence and a deeply thoughtful approach to her craft, PURE is the salon Tracy always dreamed of creating. After years working in the industry and running her own salon in Wagga Wagga, she returned to the South Coast with a clear vision: a beautiful, light-filled space where clients don't just leave with great hair - they leave feeling genuinely restored.

The offering spans expert colour and cut, private head spa rituals, beauty services, and a curated product range, all underpinned by a commitment to clean formulations and considered care. PURE works exclusively with O&M - a professional, Australian-born haircare range free from harsh chemicals - and every element of the salon experience has been designed with the same attention to quality and wellbeing.

The Challenge

Tracy came to The Design Cure before PURE existed in any physical form - before the fitout, before the bookings, before any of it. She had a vision for the kind of space she wanted to create, and she needed a brand partner to help her articulate it, shape it, and build it into something real.

The challenge was to take a deeply personal vision - a salon grounded in care, calm, and genuine expertise - and translate it into a brand that felt as considered and elevated as the experience Tracy intended to deliver. Every element needed to work together: the name, the visual identity, the tone of voice, the website, the social presence. Nothing could feel generic or off-the-shelf.

And because Tracy was building the salon at the same time as building the brand, The Design Cure needed to move with her through the whole journey - from the very first conversations about positioning, through to launch day, and beyond.

The Approach

The Design Cure came on board at the very beginning and has stayed ever since - shaping the brand from concept stage, building the digital presence, and managing PURE's social media content on an ongoing basis.

Brand Identity

PURE needed a brand that felt serene, premium, and distinctly personal - one that captured the feeling of the space as much as the services within it.

• Full brand identity: logo, logo variations, and brand mark

• Tagline development - written to capture the salon's positioning at the intersection of hair expertise and restorative wellness

• Colour palette and typography - selected to create a calm, elevated, and consistent visual language

• Brand guidelines covering logo usage, colour, type, tone, and application rules

• Canva brand setup for easy, on-brand content creation

• Mood board and imagery direction to align the visual world before production began

• Brand mockups showing the identity applied across real-world touchpoints

Tone of Voice & Copywriting

PURE's brand voice needed to match the experience: warm, unhurried, quietly confident, and deeply considered. Every word across the website and brand materials was written by The Design Cure.

• Tone of voice guidelines - defining how PURE sounds across every touchpoint

• All website copy - from homepage and services through to FAQs, policies, and the journal

• About page - Tracy's story, the salon's ethos, and the philosophy behind the head spa rituals

• Services page copy - written to convey both the practical details and the feeling of each treatment

• Memberships, gift cards, and beauty service pages

• Newsletter and SMS marketing copy

• Ongoing content and copywriting support as the business has evolved

Website Planning & Design & Build

Before a single page was built, The Design Cure mapped the full website content plan - ensuring the structure supported both the user journey and the brand experience at every step.

• Website content plan - outlining every page, its purpose, and its content

• Sitemap and navigation design - clean, intuitive, and structured to reflect the layered service offering

• Full Squarespace website design and build

• Navigation: Home, About, Hair Services, Beauty, Gift Cards, Memberships, Journal, Contact

• Services pages covering hair, head spa rituals, glow beauty, Montiana beauty, and specialist brow artistry

• Supporting pages: About, FAQ, Journal, Contact, Terms, Privacy Policy, Website Terms

• Booking integration and online gift card setup

• Memberships page - written and structured to support a recurring revenue stream

• Complete client handover documentation

Social Media Strategy & Ongoing Content Management

Unlike a one-off social strategy, The Design Cure manages PURE's social media content on an ongoing basis - creating and scheduling content that consistently reflects the brand's serene, considered aesthetic.

• Platform strategy: Instagram as primary channel

• Content pillars, posting cadence, and platform-specific direction

• Branded social media templates for a consistent visual identity

• Ongoing content creation and scheduling - managed month to month

• Campaign content for key moments: launches, seasonal promotions, and service spotlights

• Photography direction and content curation to maintain a cohesive grid aesthetic

The Outcome

PURE launched in 2025 as a fully formed brand - with a name, a visual identity, a website, and a social presence that all felt like the same thing. Before a single client had walked through the door, the business looked and sounded exactly as it should.

The result spoke for itself: PURE was fully booked on opening day. The brand had done its job - building anticipation, communicating quality, and giving Tracy's community every reason to book before the doors had even opened. The salon has been thriving ever since.

Tracy didn't have to figure out the brand alongside the buildout. She had a partner handling that side of the business completely - so she could focus on the space, the team, and the client experience she'd been working towards for years.

The result is a brand that genuinely reflects the salon: calm, considered, premium, and personal. The website conveys the feeling of walking into PURE before a client ever books. The social content holds the same quiet aesthetic week after week. And the tone of voice carries through every page, every caption, every communication - consistently and without effort on Tracy's part.

This is what it looks like when brand and business are built together from the very beginning - and when the creative partnership doesn't end at launch.

Services Delivered

Brand Identity

• Logo design & variations

• Brand mark

• Tagline development

• Colour palette & typography

• Brand guidelines

• Canva brand setup

• Mood board & imagery direction

• Brand mockups

Copy & Content

• Tone of voice guidelines

• All website copy

• Services page copy

• About & brand story

• FAQ, policies & terms

• Newsletter & SMS copy

• Ongoing copywriting support

Website

• Website content plan

• Sitemap & navigation

• Squarespace design & build

• All pages & policies

• Booking integration

• Gift card setup

• Memberships page

• Client handover docs

Social Media & Content

• Instagram strategy

• Content pillars & cadence

• Branded content templates

• Ongoing content management

• Campaign & launch content

• Photography direction