Boulevard Rebrand
Boulevard's founders built one of the most powerful technology platforms in the appointment-based business space, purpose-made for hair salons, nail studios, and wellness spas. But the brand hadn't kept pace with the product, underselling itself and leaning too heavily into a single vertical.
To reposition the brand, I went straight to the source, interviewing dozens of owners, founders, executives, stylists, and receptionists. What emerged was clear: Boulevard's real power lay in product innovation, exceptional client experience, and a community-first ethos rooted in the salon world.
That insight drove a new positioning: Boulevard as a 'Client Experience' Platform, the connective tissue of every client interaction, from first booking to final checkout. From there, I crafted a new brand expression, 'Make every moment matter', framing technology not as the story, but as what makes the real story possible. The logo and identity were redesigned to match, and a film featuring real Boulevard customers brought it all to life authentically.
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