Gary Rom Hairdressing
A luxurious hairdressing brand which set the foundation for the Gary Rom Hairdressing franchise in South Africa.
Project Overview
A premium digital experience for a growing South African salon franchise.
Gary Rom Hairdressing needed a website that better reflected its premium, personalised salon experience while making it easier for customers to discover a nearby branch, explore services and book an appointment.
I redesigned and developed the website from the ground up, combining UX/UI design, information architecture, Webflow development, CMS architecture and booking integration into one cohesive digital experience.
Role & Scope
- UX/UI Design
- Web Design & Development
- UX Research
- Information Architecture
- Wireframing & Prototyping
- CMS Architecture
- Copywriting
- Booking System Integration
- Client & Project Management
- Web Hosting
Objectives
- Reposition the digital experience around the brand's premium offering
- Improve navigation and information hierarchy
- Create clearer pathways to finding a salon and booking an appointment
- Establish a scalable structure for branches, services and content
- Create a visual system that could support the growing franchise
Research & Discovery
I analysed the existing website to identify usability, content and visual issues, while researching the wider haircare and salon industry for relevant patterns and inspiration.
Key findings
- Weak visual hierarchy and unclear user flows
- Limited and inconsistent calls to action
- Dense text and poorly structured content
- Little supporting imagery
- Visual language that didn't communicate the premium nature of the brand
These findings informed the new information architecture and overall design direction.
Information Architecture
The existing site structure was expanded and simplified to create clearer user journeys.
I developed a detailed sitemap covering the core customer experience, including:
- Salon branches
- Services & pricing
- About / brand story
- Booking
- Blog / content
- Franchising
- Supporting pages
CMS collections were also introduced to make recurring content easier to manage.
UX & Wireframing
I translated the research and sitemap into sketches and wireframes to establish the structure before moving into visual design.
The focus was on creating simple, predictable journeys — particularly around finding a nearby salon, exploring services and making an appointment.
Visual Design
Modern. Minimal. Premium.
The visual direction was inspired by the clean, minimal interiors of the Gary Rom salons.
A restrained black, white and neutral palette created a sophisticated foundation, while typography established a distinctive luxury feel.
Typography
- Futura Extra Bold — display typography & headings
- Poppins — body copy, captions & supporting UI
Colour
#FCFCFC#222222#4E4E4D
The result was a visual system designed to feel premium without becoming inaccessible or overly decorative.
UI Language
Strong typography, generous whitespace, structured layouts and restrained interactions create a consistent visual system across the experience.
Final Design
The final website combined the new visual identity with a more intuitive information architecture and clearer conversion paths.
Homepage
- Strong hero with immediate Find a Salon CTA
- Branch discovery section
- Services and downloadable price lists
- Brand story section
- Social media integration
- Testimonial slider
- Structured footer navigation
Branches & Services
The branch experience was designed to help customers quickly find a nearby salon, while service pages provided clearer information and pricing.
Blog & Content
Content was structured into straightforward, scannable layouts designed around intuitive navigation and easy movement between related pages.
Booking
The website incorporated the client's online booking system, creating a direct path from discovering a salon or service to making an appointment.
Development
I translated the approved designs into a responsive website, building reusable components and CMS-driven content structures while integrating the client's booking software.
The development focused on maintaining the visual quality of the design while making the site practical for the client to manage and expand.
Outcome
The redesigned experience gave Gary Rom a more premium, cohesive and user-focused digital presence, with clearer navigation, stronger calls to action and a more structured foundation for its growing salon network.
Services Delivered
UX/UI Design · Web Design · Web Development · Information Architecture · Wireframing · CMS · Booking Integration · Copywriting
Tools
Figma · Webflow · CMS · Booking Platform
