Creating a Cohesive Digital Experience for a Legacy Brand
Great Clips
My Role
Branding, Stylescapes, Creative Direction, UX/UI Design, Team Lead, Design System
Overview
With over 4,400 franchise locations across the U.S. and Canada, Great Clips has long been a leader in convenience and innovation for haircare services. Dragon Army partnered with Great Clips to completely revamp their B2C web presence, delivering a strategic, streamlined, and optimized user experience that aligns with the brand’s values. This large-scale project required deep collaboration across disciplines to achieve a unified digital experience for millions of customers.
Challenges
Great Clips faced a brand identity disconnect between its historic in-store brand guidelines, developed by Hunt Adkins, and the digital standards set by its mobile partner. This led to a fragmented brand feel across platforms. Great Clips enlisted us to harmonize these directions, creating a consistent, welcoming, and brand-aligned online presence.
Solution
We began by designing multiple brand landscape options, exploring ways to blend the two styles harmoniously. Once a direction was chosen, we developed a comprehensive design system for their B2B and B2C websites. This system included detailed documentation and guidelines for Great Clips’ other partners, ensuring a unified brand experience across all digital and in-store interactions.
Delight
To enhance the site’s approachability, we integrated simple animations that softened the design and created a welcoming atmosphere. These animations broke up negative space thoughtfully, guiding users through a clear information hierarchy without overwhelming the interface.
Conclusion
The result was a beautifully cohesive and brand-aligned digital presence. We created over 50 site pages, more than 100 product pages, and incorporated 6 key integrations. The proprietary design system empowered consistent, high-quality design for Great Clips, setting a strong foundation for their digital future.
50+
Site Pages
100+
Product Pages
6
Integrations
