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.
The project established a brand and digital foundation to build trust with franchisees and investors
Head to Toe Brands manages a portfolio of beauty franchises, including Bishops Cuts/Color, Frenchies Modern Nail Care, and The Lash Lounge. The team at Stay In Your Lane Co. partnered with them to build a brand system and digital platform that showcases the strength of the portfolio, builds credibility with potential franchisees and investors, and reinforces the company’s backing by Riverside.
The business needed a unified identity and digital foundation to support growth across multiple franchise brands.
At the start of the engagement, Head to Toe Brands had no parent brand, no website, and no consistent framework connecting its three existing concepts. A new brand system and digital platform were needed to clearly communicate the portfolio structure, support operational growth, and enable content and lead flow management across teams.
The team defined the brand system and led end-to-end UX, design, and development of the new platform.
Brand architecture, tone, and visual direction were developed in collaboration with graphic design partners. UX strategy, information architecture, and responsive design were guided by business goals and user needs. The website was built in WordPress using the Avada theme with a modular layout system that allows the internal marketing team to manage updates independently.
The user experience prioritized clarity, scalability, and operational efficiency.
Navigation, content strategy, and page flows were informed by stakeholder interviews and industry research. Each brand within the portfolio is presented with a distinct identity while remaining connected through shared design principles. Franchise inquiry forms were integrated with HubSpot to ensure seamless routing of lead data into the correct CRM pipelines for each concept.
Wireframes were used to validate structure and content strategy across brand pages.
Mid-fidelity wireframes were created to define layout hierarchy, test information flow, and align internal stakeholders before visual design. Wireframes covered key templates, including the home page, brand overview pages, and franchise inquiry flow. These deliverables helped clarify user priorities, establish consistency across templates, and ensure a scalable system for both current and future brands.
The visual guidelines were developed to balance brand expression with accessibility and clarity.
These visual guidelines were created by the graphic design team at Stay In Your Lane Co. in collaboration with Head to Toe Brands. Colors and fonts were selected for readability, accessibility, and brand expression.
The homepage was designed to prioritize conversion and deliver information with clarity.
Working closely with the marketing team, I implemented SEO-optimized copy, CTAs tailored to franchise leads, and integrated HubSpot forms. Brand navigation was made persistent and accessible across every page, reflecting key user priorities.
The website was built to be fully responsive, ensuring a seamless experience across all mobile devices.
We ensured the site performed beautifully across mobile devices. All content, CTAs, and layout patterns were adapted to prioritize mobile clarity, maintaining strategic messaging and engagement on small screens.
The resulting system builds trust, drives qualified leads, and reinforces the brand’s investment potential.
The new digital presence positions Head to Toe Brands as a cohesive, credible portfolio backed by a private equity partner. Franchise prospects now experience a professional and organized entry point into the brand family, with a clear path to action. Internally, the system streamlines marketing workflows and creates a strong foundation for future brand expansion.
See how research-driven design shapes every project