HEX APPEAL
HAIR STUDIO
Contract | Digital Marketing Specialist
Date | January 2025-Present
Client | Hex Appeal Hair Studio
Contributions | Social Media Management, Content Creation, Web Design, SEO Strategy, Digital Marketing and Analytics.
As the Digital Marketing Specialist for Hex Appeal Hair, I’m Leading Hex Appeal Hair’s social media strategy to boost engagement, expand reach, and support transgender and nonbinary clients through the TRANSaction Fund. Monthly goals include increasing followers by 50-100 per platform and raising engagement by 2-3%, while optimizing content based on audience insights.
Social Links:
Growing Hex Appeal’s Digital Presence through Engagement, Branding & the TRANSaction Fund.
As the Digital Marketing Specialist for Hex Appeal Hair, I’m Leading Hex Appeal Hair’s social media strategy to boost engagement, expand reach, and support transgender and nonbinary clients through the TRANSaction Fund. Monthly goals include increasing followers by 50-100 per platform and raising engagement by 2-3%, while optimizing content based on audience insights.
From logo rebranding to daily audience interactions, this project strengthens Hex Appeal’s connection with queer and creative communities. Monthly Q&As, giveaways, and authentic storytelling foster trust and drive meaningful engagement.
See the full strategy in action--here!
WEBSITE DESIGN
The web design process for Hex Appeal Hair Studio focused on creating a bold, immersive user experience that reflects the studio’s edgy, alternative aesthetic. We began by mapping out an intuitive user flow, ensuring clients could effortlessly navigate services, stylist bios, and booking options. From there, we developed a high-contrast color palette and integrated custom fonts and visuals that mirror the brand’s gothic-glam vibe. The site was built with mobile responsiveness and accessibility in mind, balancing artistic expression with functionality for an effortless client journey from homepage to appointment.
SEO OPTIMIZATION
SEO optimization for Hex Appeal Hair Studio involved a strategic blend of keyword research, content refinement, and technical improvements. We started by identifying high-value, location-based keywords to target salon services like vivid hair color, alternative hairstyling, and professional cuts in Chicago. Each page was optimized with meta titles, descriptions, and headers to align with search intent. To boost performance, we improved page load speed, structured data, and image alt tags, making the site not only rank higher but also load faster and convert more visitors into bookings.
I ran into a classic "architect vs engineer" complication when it came to page speed optimization. Having implemented every little element directly into Squarespace, the pages were ranking fairly low. A valuable lesson was learned--to create the background images beforehand.
ANALYTICS & RESULTS
Content creation and strategy increased follower growth by 500%, reach by 3.4k%, and engagement rates by 1.3k% in the past month on Instagram, reflecting comparable numbers on TikTok and Bluesky.
Launched the TRANSaction Fund, creating an online application system and donation outreach strategy,
resulting in the first scheduled TRANSaction haircut.
Designed the entire Hex Appeal website, as well as the TRANSaction extension pages. Optimized website for SEO/organic engagement, improved UI/UX design, and designed a brand-new set of logos and imaging to reinvent a niche brand identity centered around the target audience.
NEXT STEPS
As the TRANSaction initiative continues to grow, Hex Appeal Hair Studio is committed to deepening its roots in the local queer community through meaningful partnerships and visibility efforts. The next phase involves collaborating with LGBTQ+ organizations and mutual aid groups to create referral pipelines for clients in need of gender-affirming services. By teaming up with local artists, nonprofits, and queer-owned businesses, Hex Appeal will foster a vibrant network of support and solidarity. Simultaneously, we’ll launch a campaign to raise awareness and funding for the TRANSaction fund—encouraging clients to donate at checkout, spotlighting stories of impact, and rolling out branded local advertising to connect with aligned audiences.
Looking ahead, the long-term vision is to open a dedicated studio space designed specifically for queer clients and creatives. This future salon will go beyond hair—it will be a community hub that offers private, affirming services, sliding-scale pricing, inclusive hiring, and space for workshops, events, and art shows. Every detail of this space will be rooted in radical inclusivity, empowering people to show up as their full selves. TRANSaction is more than a menu change—it’s the foundation of a movement, and Hex Appeal is just getting started.
