Uni K Wax Rebrand

Redesigning the brand identity and digital presence of a national waxing studio to reflect its premium in-studio experience and drive franchise growth.

Role

Art Director / Designer

Industry

Health & Beauty

Duration

2017

The Challenge

Uni K Wax had grown to over 30 locations across Florida, New York, and New Jersey, but its brand identity no longer reflected the premium, best-in-class experience customers received in-studio. The original branding lacked cohesion, and franchise materials needed to be elevated to support expansion. The challenge was to craft a luxury identity and extend it seamlessly across digital, print, and in-studio touchpoints.

The Approach

We developed a holistic rebrand and marketing system:

Brand Identity Redesign: Refreshed the logo, typography, and color palette to communicate quality and trust, aligning with Uni K Wax’s proprietary elastic-wax formula and natural ingredient story.
360° Marketing Campaign: Applied the new identity across paid media, print collateral, and social channels to ensure brand consistency.
Website Redesign: Delivered a modern, responsive site to better showcase services and drive online bookings.
Franchise Support: Created a refreshed brochure and materials to strengthen franchise outreach and help the brand scale.
Cross-Channel Consistency: Built brand guidelines that unified the look and feel across every touchpoint, from storefronts to social media.

The Challenge

The Approach

We developed a holistic rebrand and marketing system:

Brand Identity Redesign: Refreshed the logo, typography, and color palette to communicate quality and trust, aligning with Uni K Wax’s proprietary elastic-wax formula and natural ingredient story.
360° Marketing Campaign: Applied the new identity across paid media, print collateral, and social channels to ensure brand consistency.
Website Redesign: Delivered a modern, responsive site to better showcase services and drive online bookings.
Franchise Support: Created a refreshed brochure and materials to strengthen franchise outreach and help the brand scale.
Cross-Channel Consistency: Built brand guidelines that unified the look and feel across every touchpoint, from storefronts to social media.

The Solution

The rebrand elevated Uni K Wax from a functional service provider to a luxury, trusted self-care destination. The new visual system conveyed professionalism and sophistication, while the redesigned website and franchise materials positioned the brand for growth.

During presentation, the client response was immediate and emotional — Uni K Wax stakeholders literally cried tears of joy seeing their brand elevated to match the quality of their service.

Collaboration

This was a deeply collaborative effort with copywriters, creative directors, and account leadership. I directed the design execution while ensuring alignment between marketing goals, franchise needs, and the in-studio customer experience.

The Impact

New branding deployed across website, social, e-mail marketing, and print
10+ new Uni K Wax locations opened post-launch, featuring the new brand system
Existing locations refitted with updated storefront and interior branding
Elevated franchise materials supported expansion efforts, creating a clear pathway for new franchisees

The rebrand not only modernized Uni K Wax’s identity but also empowered the business to scale across multiple states with a consistent, luxury experience.

Key Takeaways

This project underscored the importance of aligning brand identity with customer experience. By elevating every touchpoint, from the logo to the franchise brochure, we helped Uni K Wax reinforce trust, attract new customers, and expand its footprint in a competitive market.

Key Takeaways

Other projects

Know Your Flow Tool

A personalized digital quiz that helped new users find the right Thinx products by turning their cycle routines into clear, customized recommendations.