This project was completed in collaboration with the team at Stay In Your Lane Co., where I was contracted as a UX designer. The work showcased here reflects my contributions as part of the broader creative and strategy team.
A Creative Brand That Needed Broader Appeal
Bishops approached us with a unique challenge. Their bold and edgy branding had become so niche it was starting to feel exclusive. While their visual identity resonated with the creative crowd such as those who love vivid hair colors and punk-inspired imagery it risked pushing away more everyday customers. They wanted to keep their distinct personality but evolve it to be more welcoming, especially to audiences like moms professionals or anyone just looking for a great haircut without the edge. Our task was to soften and broaden the brand without diluting its essence and then carry that evolved identity into a redesigned consumer website.​​​​​​​
A Bold Digital Identity with a Narrow Lens
Bishops’ existing website leaned heavily into a dark grungy aesthetic. Editorial in tone visually intense and rooted in a 90s punk attitude. While it captured the brand’s fearless spirit the experience was heavily stylized and less inviting to broader audiences. The visuals tone and structure all leaned toward a niche subculture which left little room for a more inclusive everyday user experience.
The Brand Challenge Balancing Edge with Accessibility
In close collaboration with the marketing and graphic design teams, we worked to evolve Bishops’ brand into something more inclusive and modern without losing the creative edge that defines them. Our approach was rooted in contrast. Keeping the bold personality intact while softening the tone just enough to welcome a wider range of consumers. It was about finding that sweet spot between attitude and approachability.
Brand Refresh to Digital Rollout
The process began with a thoughtful brand refresh introducing complementary colors a new typeface and updated layout guidelines to soften and modernize the identity. We reworked image treatments and clarified the brand rules to be more scalable and user-friendly. From there the focus shifted to translating this refreshed identity into a consumer-facing website. I led the UX and prototyping for the site redesign preparing a detailed handoff for Bishops’ internal development team.
Exploring Color Concepts Through Moodboarding
This mood board was a collaborative tool used to explore softer more inclusive tones. Introducing options like muted blues and creamy stone shades. It helped guide conversations around how color could evolve Bishops’ brand without losing its character. The board served as a visual sandbox to align on direction before refining the full palette.
Balancing Legacy and Readability in Typography
To preserve Bishops’ recognizable identity we retained Akkadisan Grotesque BQ Extended for key brand moments. To improve readability, especially in smaller or body text, we introduced Montserrat as a complementary typeface. Its clean approachable form helped balance the boldness of the primary font while enhancing accessibility across digital formats.
 Brand Guidelines for Franchise Consistency
Our graphic designer developed an extensive brand guide covering everything from logo usage and color hierarchy to photography murals and even sticker design. This document served as a foundational tool for both internal teams and franchisees ensuring the Bishops brand could scale with consistency clarity and creative integrity.
Accessible Color Standards for Scalable Design
We created a detailed accessibility guide to help the Bishops team and franchisees apply colors in a way that meets contrast standards. The guide outlined how each color should be used across backgrounds and text combinations to ensure readability and inclusivity. These standards directly informed the UI design of the updated consumer website helping create a visually consistent and user-friendly experience.
Image Treatments with a Modern Twist
To maintain the bold creative spirit of the Bishops brand we developed a retro-inspired image treatment applied to haircut photos featuring vibrant hair colors. This approach created a unified visual identity that felt fresh but still echoed the grungy aesthetic of the original branding bridging old and new through consistent stylized photography.
Applying the Refreshed Brand to the Consumer Website
With the updated brand identity in place, we translated it into a redesigned consumer website. We applied the full-color system, typography,  and image treatments while ensuring every color pairing met accessibility standards. The result was a site that felt cohesive inclusive and aligned with the new direction without sacrificing the Bishops edge.
Strategic Messaging for Organic Growth
In partnership with the marketing teams at Bishops Cuts/Color and Stay In Your Lane we crafted strategic CTAs and SEO-optimized keyphrases to drive organic lead generation. Every heading section label and action button was intentionally worded to improve search visibility and guide users toward booking appointments making sure the design served both form and function.
Franchise Page Built for Lead Conversion
We designed a dedicated Bishops Franchise landing page within the main site to support franchise growth and visibility. The page highlighted Bishops’ unique value proposition for franchisees and was integrated with HubSpot for seamless lead capture and management. It was designed to communicate opportunity while aligning visually with the refreshed brand system.
Key Takeaways
What I Learned
• A brand doesn’t have to lose its edge to become more inclusive
• Consistency and accessibility in brand standards make it easier to scale design across locations and teams
• Strategic collaboration across design, marketing, and development leads to tighter execution
• Early investment in accessible color and type choices saves time and cost during development
Impact
• Clear accessible design that better reflects Bishops' evolving audience
• A refreshed website experience optimized for booking and visibility
• Scalable brand assets now used across consumer and franchise materials
See how I bring brand systems to life across digital experiences
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