Web Design
Fortitude Salon
Building a Bold, Soulful Brand from the Ground Up
Year :
2025
Industry :
Beauty
Client :
Fortitude Salon
Project Duration :
3 Months
The Challenge
When stylist and salon owner Ginny decided to open her own space in Atchison, Kansas, she had a clear vision—but needed help bringing it to life. Fortitude Salon wasn’t going to be just another place to get a trim. It was going to be a haven: a luxurious, one-on-one space where clients (especially curly-haired clients) could feel safe, seen, and confident in their transformation.
Ginny needed a brand that could hold space for both edge and elegance. Something rooted in purpose and full of personality.
The Process
Storyweaver Brands worked alongside Ginny from the very beginning, helping shape every part of Fortitude—from its name and tagline to its visual identity, service messaging, and online presence.
Our brand strategy process centered around:
Understanding the emotional experience Ginny wanted for her clients
Differentiating Fortitude from standard salons with one-on-one service, client education, and bold color offerings
Honoring Ginny’s personal story of resilience and transformation—and weaving that into the brand
The Deliverables
Brand Strategy & Messaging:
Defined brand values, voice, ideal client, tagline ("Luxury Curls & Colors"), and mission rooted in transformation, confidence, and self-discovery
Name & Visual Identity:
Crafted the name “Fortitude” and designed a bold, jewel-toned logo system with elegant curves and strength-forward symbolismWebsite Design & Copywriting:
Built a service-first, client-friendly website on GlossGenius with custom onboarding flow, FAQ-rich service descriptions, and SEO-targeted language for location-based trafficClient Experience Systems:
Developed new client consultation forms, onboarding materials, policies, and a booking workflow designed to build trustRetail & Blog Setup:
Created a blog and online store showcasing curated haircare and wellness products, giving Ginny a platform for ongoing education
The Outcome
Since launching, Fortitude Salon has:
Booked out weeks in advance with new and returning clients
Gained praise from guests who say they’ve never felt more seen, supported, or in love with their hair
Established a reputation as Atchison’s go-to salon for curly cuts and creative color
Built a brand platform that can grow alongside Ginny—whether she adds stylists, launches digital products, or expands services
This wasn’t just about design—it was about alignment. We helped Ginny create a brand that mirrors the experience she gives her clients: confident, transformative, and deeply intentional. The result? A salon that feels like a sanctuary, and a brand that boldly stands apart.
More Projects
Web Design
Fortitude Salon
Building a Bold, Soulful Brand from the Ground Up
Year :
2025
Industry :
Beauty
Client :
Fortitude Salon
Project Duration :
3 Months
The Challenge
When stylist and salon owner Ginny decided to open her own space in Atchison, Kansas, she had a clear vision—but needed help bringing it to life. Fortitude Salon wasn’t going to be just another place to get a trim. It was going to be a haven: a luxurious, one-on-one space where clients (especially curly-haired clients) could feel safe, seen, and confident in their transformation.
Ginny needed a brand that could hold space for both edge and elegance. Something rooted in purpose and full of personality.
The Process
Storyweaver Brands worked alongside Ginny from the very beginning, helping shape every part of Fortitude—from its name and tagline to its visual identity, service messaging, and online presence.
Our brand strategy process centered around:
Understanding the emotional experience Ginny wanted for her clients
Differentiating Fortitude from standard salons with one-on-one service, client education, and bold color offerings
Honoring Ginny’s personal story of resilience and transformation—and weaving that into the brand
The Deliverables
Brand Strategy & Messaging:
Defined brand values, voice, ideal client, tagline ("Luxury Curls & Colors"), and mission rooted in transformation, confidence, and self-discovery
Name & Visual Identity:
Crafted the name “Fortitude” and designed a bold, jewel-toned logo system with elegant curves and strength-forward symbolismWebsite Design & Copywriting:
Built a service-first, client-friendly website on GlossGenius with custom onboarding flow, FAQ-rich service descriptions, and SEO-targeted language for location-based trafficClient Experience Systems:
Developed new client consultation forms, onboarding materials, policies, and a booking workflow designed to build trustRetail & Blog Setup:
Created a blog and online store showcasing curated haircare and wellness products, giving Ginny a platform for ongoing education
The Outcome
Since launching, Fortitude Salon has:
Booked out weeks in advance with new and returning clients
Gained praise from guests who say they’ve never felt more seen, supported, or in love with their hair
Established a reputation as Atchison’s go-to salon for curly cuts and creative color
Built a brand platform that can grow alongside Ginny—whether she adds stylists, launches digital products, or expands services
This wasn’t just about design—it was about alignment. We helped Ginny create a brand that mirrors the experience she gives her clients: confident, transformative, and deeply intentional. The result? A salon that feels like a sanctuary, and a brand that boldly stands apart.
More Projects
Web Design
Fortitude Salon
Building a Bold, Soulful Brand from the Ground Up
Year :
2025
Industry :
Beauty
Client :
Fortitude Salon
Project Duration :
3 Months
The Challenge
When stylist and salon owner Ginny decided to open her own space in Atchison, Kansas, she had a clear vision—but needed help bringing it to life. Fortitude Salon wasn’t going to be just another place to get a trim. It was going to be a haven: a luxurious, one-on-one space where clients (especially curly-haired clients) could feel safe, seen, and confident in their transformation.
Ginny needed a brand that could hold space for both edge and elegance. Something rooted in purpose and full of personality.
The Process
Storyweaver Brands worked alongside Ginny from the very beginning, helping shape every part of Fortitude—from its name and tagline to its visual identity, service messaging, and online presence.
Our brand strategy process centered around:
Understanding the emotional experience Ginny wanted for her clients
Differentiating Fortitude from standard salons with one-on-one service, client education, and bold color offerings
Honoring Ginny’s personal story of resilience and transformation—and weaving that into the brand
The Deliverables
Brand Strategy & Messaging:
Defined brand values, voice, ideal client, tagline ("Luxury Curls & Colors"), and mission rooted in transformation, confidence, and self-discovery
Name & Visual Identity:
Crafted the name “Fortitude” and designed a bold, jewel-toned logo system with elegant curves and strength-forward symbolismWebsite Design & Copywriting:
Built a service-first, client-friendly website on GlossGenius with custom onboarding flow, FAQ-rich service descriptions, and SEO-targeted language for location-based trafficClient Experience Systems:
Developed new client consultation forms, onboarding materials, policies, and a booking workflow designed to build trustRetail & Blog Setup:
Created a blog and online store showcasing curated haircare and wellness products, giving Ginny a platform for ongoing education
The Outcome
Since launching, Fortitude Salon has:
Booked out weeks in advance with new and returning clients
Gained praise from guests who say they’ve never felt more seen, supported, or in love with their hair
Established a reputation as Atchison’s go-to salon for curly cuts and creative color
Built a brand platform that can grow alongside Ginny—whether she adds stylists, launches digital products, or expands services
This wasn’t just about design—it was about alignment. We helped Ginny create a brand that mirrors the experience she gives her clients: confident, transformative, and deeply intentional. The result? A salon that feels like a sanctuary, and a brand that boldly stands apart.