There's so much more to a project than a finished design. While the visuals are so exciting, I also want to talk about the process, challenge and preferred way of collaboration with my clients. Hence, this new series of "Process" articles, where I focus on the admin side of every project. Starting with the Bugarashar Barber Club website.

Background

Bugarashar Barber Club is a one-man barbershop based in North London, opened in 2021 and welcomes customers who are looking for an inexpensive, yet luxurious barbering experience near their neighbourhood. The client base consists of busy individuals, who are looking for premium experiences and a place to unwind.  

Yashar, the owner of Bugarashar Barber Club, aims to increase the number of his customers, which will improve sales and business visibility. The goal is to increase awareness among the local male community, build brand visibility and present Yashar's shop as a place of tranquility and relaxation. 

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Challenges

Yashar's shop is located on a quiet side street, and while it has a great advantage in delivering this peaceful experience, it also faces fierce competition from shops that are located alongside two main streets in the area. My goal was to create an online presence that would present Yashar's approach in an instant, and invite future customers into the conversation. 

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Process & Design

We started the process with a conversation about Yashar's current online presence. Yashar put his time and attention towards the social media accounts, creating an authentic online image of his business. However, he didn't have the time or knowledge to set up an official business website that would direct all this generated traffic into one place, allowing his customers to easily get in touch. 

This allowed me to start the design from a blank page, focusing on the future of his business. During the entire process, which took 2 weeks spread over a month, we met up only a couple of times, once to discuss the design and a second time to assess his newly built website. Yashar's preferred way of work was to focus on one's strengths and decided to collaborate at the necessary points only. 

Yashar offers a wide range of professional services that are adaptable to the client and will leave him refreshed and ready for the next task of the day. The interior of his shop has been carefully designed to reflect his approach to barbering. A dark interior is fitted with light ornaments, natural leather seats, maps and books, creating a mysterious, yet warm and welcoming space for men to be in. Together with Yashar, we decided that the brand narrative should revolve around his passion for the craft, alongside the calm atmosphere he offers in his shop. 

The design leads with a classic page layout and dark tones, that are complimented by the details in an old gold colour inspired by his logo. This allowed me to balance out the intricate logo design that Yashar's customers recognise and create this visual theme of quiet luxury, that carries a hint of mystery and professional craftwork. 

In partnership with a professional photographer, we developed a visual presence that's adaptable to various media. Dark colours formed the backdrop for the captivating photography to take centre stage and immerse visitors in the Bugarashar experience, striking a delicate balance between professionalism and approachability.

With this in mind, I updated the previous typography style to a more modern, widely available typeface, that reflects Yashar's technique and completes the design. Cormorant Garamond was an obvious choice for the main header, with its sharp serifs, it's a perfect mix of traditional and modern. Paired with a well-balanced, rounded Nunito that adds softness and lightness to the overall design. 

Yashar's new website is designed to answer his needs as a business owner, it's responsive, adaptable and accessible. The website goal was to encourage a visitor to contact Yashar directly to enquire about an appointment. Being a single employee, Yashar can adapt to his customers, offering greater flexibility than his competitors. Because of this direct point of communication, I suggested integrating a third-party plugin with a mobile communicator that will discreetly notify Yashar about a new enquiry immediately. This allows him to focus on the present customer and get back to the prospective client as soon as possible at the convenience of his phone. 

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Post Go-Live

It makes me delighted to let you know that while Yashar's client compliment their haircuts, they also appreciate the authenticity and functionality of his new website, leading to a 38% increase in new client enquires. Together with Yashar, we crafted a digital platform that not only showcases his services but also invites visitors to become part of the Bugarashar Barber Club community. By drawing the design inspiration from the interior, I created a virtual extension of the physical space, inviting clients to start their journey of self-care and luxury.

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I hope you found this article insightful, feel free to reach out and contact me if you have more questions about my process or approach.