Vivienne Mackinder, a highly respected leader in the hairdressing industry, shifted her focus from live workshops to online education due to the impact of COVID-19. Known for her precision cutting and innovative designs, Vivienne needed a platform that could support her personalized virtual coaching model with integrated tools for course management and CRM.
Design Role:
Initially contracted as a freelance Web & Graphic Designer, I was tasked with providing routine maintenance for the original HairDesignerTV website and designing supporting marketing material. My role expanded significantly as I became involved in the full-scale rebranding to VM Education, focusing on lead funnel development and a complete website redesign. I worked closely with Vivienne's team to ensure a cohesive strategy for the rebrand.
Project Goals:
The main goal of this project was to transition from HairDesignerTV to VM Education. In addition to appealing to a new, broader audience, and effectively promote her virtual coaching courses via the Kajabi platform.
The Process:
Step 1 | New Brand Identity
Conducted thorough competitor research and developed initial logo concepts through sketches. Refined the final design in Illustrator, focusing on an elegant, modern aesthetic to reflect the brand’s prestige.
Step 2 | Website Redesign
A full website overhaul was carried out, applying new layout design, reorganizing course types, and optimizing the user experience for a seamless journey from landing page to course enrollment.
Challenges: A key challenge was addressing high bounce rates on the site. To counter this, I introduced exit and timed pop-ups featuring promotions and free downloads to boost engagement and capture leads.
Step 3 | Sales Funnels & Email Campaigns
Rebuilt the sales pages and developed lead-generation eBooks to attract new customers. I implemented email automation through ActiveCampaign, optimizing customer engagement and retention through tailored campaigns.
The Results:
The rebranding project not only enhanced the overall brand identity but also strengthened user engagement through improved lead funnels and email automations. The website became more responsive and customer-focused, fully integrated with CRM tools on the Kajabi platform. These improvements led to a more cohesive brand presence, higher course enrollments, and an elevated digital experience for Vivienne’s audience.
View the completed site at: www.VivienneMackinder.com.
