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Design
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Performance Marketing
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[ Creative Deliverables - HBM - logo design]
a new logo for a new business
The business name arches gracefully over the brandmark, framed by custom flourishes that subtly mimic flowing strands of hair.
A clean, modern line anchors the design, wrapping into a crisp circle finished with custom scissor icons.
To balance the personal touch with a sleek aesthetic, I designed a custom monogram using the owner’s initials, sharpening the corners for a contemporary edge.
Made entirely in Adobe Illustrator.
[ Creative Deliverables - HBM - Website Development]
a home base on the internet
Made using WordPress.
Hero Section - Video Loop
This is the video loop that plays on the hero section of the HBM website. I filmed this in about three hours and spend about one work day to cut & edit it.
I tried to showcase the experience that customers can expect when they book a service with HBM including some footage of the salon space, basin experience, customer consultation, complimentary coffee, etc.
*The video has no sound.
The clean, modern Hero section pairs a warm welcome with an immersive background video showcasing the salon experience. With the navigation and a prominent “Book Now” CTA locked at the top, users can explore or book within a single scroll.
The “About Us” section introduces the face behind the brand with a summary of what HBM Offers alongside a photo of Michael in action. The ultra-clean layout ensures there are no distractions from the personal story.
This section features a curated photo collage of past services. A central, button gives users instant access to the downloadable price list without cluttering the visual layout.
This section uses vertical, reel-style videos to showcase Michael’s latest transformations in motion. Borrowing a familiar social media format keeps the layout feeling modern, dynamic, and highly engaging for prospective clients.
The final section grounds the user journey with an interactive map, clear contact details, and direct links to HBM’s social media. Everything a client needs to find the salon, get in touch, or book their appointment is wrapped up in one clean footer layout.
[ Creative Deliverables - HBM - Visual Identity]
Core Visual Identity
For HBM’s visual signature, a simple, sleek, and modern palette:
Bottle Green,
Casual Black,
and Pure White.
The primary Bottle Green evokes a warm, natural, and inviting atmosphere.
Instead of a harsh pure black, we opted for Casual Black, a deep, sophisticated dark grey, which, paired with Pure White, gives the brand a modern, high-end feel.
Bottle Green
[Primary Colour] 60
Casual Black
[Secondary Colour] 30
Pure White
10
[ Typography ]
For HBM’s typography, I aimed for a modern yet stylish aesthetic. I selected Queensides Regular as the primary headline font to establish a unique brand identity, paired with Century Gothic for body text to ensure clean, effortless readability.
QUEENSIDES
(primary font)
a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 0 ! ? &
century gothic
(secondary font)
a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 0 ! ? &
[ Lead Generation - HBM ]
Getting Leads
As an independent stylist, Michael builds deep, individual relationships with each client. To maintain this intimate atmosphere in a cost-effective way, I started with a Meta sales campaign that sent traffic directly to his WhatsApp. This kept the booking process highly personal from day one. As the budget grew, I introduced a retargeting campaign to catch users who interacted with the brand but didn’t book, and later added a separate campaign specifically to scale his online bookings.
Lead Gen
Audience
Female, Ages 24 – 65+
Budget
R 2000 Per Month
Destination
Click to WhatsApp Chat
Ad Creative
Carousal showcasing HBM services and experience.
“Chat With Us” CTA that clicks to WhatsApp
Results
915 Leads over the last twelve months (1 OCT 2025 – 30 Sep 2026) with ad spend total at ± R17 000.
CPL: ±R19 per lead
CTR: 3.97%
Online Bookings
Audience
Female, Ages 24 – 65+
Budget
R 1500 Per Month
Destination
Click to Booking Platform
Ad Creative
Video of Michael taking users through the process of booking a service online.
“Book Now” CTA that clicks to Booking Platform
Results
TBA
Retargeting
Audience
Female, Ages 24 – 65+, Lookalike Audience [Interactions – Last 15 Days]
Budget
R1500 Per Month
Destination
Click to WhatsApp Chat
Ad Creative
Carousal showcasing HBM services and experience targeted at users who has seen the brand before.
“Chat With Us” CTA that clicks to WhatsApp
Results
± 90 Leads P/M with an ad spend of R 1500
770 Leads over the last twelve months (1 OCT 2025 – 30 Sep 2026) with ad spend total at ± R16 000
CPL: ±R16 per lead
CTR: 5%
Ad Creatives
lead gen
[Female - 24yo - 65+ | Pin drop Locations]
Online booking
[Female - 24yo - 65+ | Pin drop Locations]
Retargeting
[Lookalike Audience - Interaction - Last 15 Days]
Lead Generation - Ad Creative
Online Bookings - Ad Creative
Retargeting - Ad Creative
results
The Lead Generation Campaign generated 103 WhatsApp Conversations over a period of 1 calendar month. Cost Per Conversation Started was at R19.34 per conversation.
The Retargeting Campaign generated 70 Message Conversations over a period of one calendar month. Cost Per Conversation Started was at R15.49
Ad spend over time
Months with * had historical changes
ROAS
[ Return On Ad Spend ]
Ad Spend & Revenue
TOTAL AD SPEND
[ Over a 6 month period ]
Jan 2026 - June 2026
Avg. ROAS
[ Over a 6 month period ]
Jan 2026 - June 2026
TESTIMONIAL
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