Sleek is a Midtown, Sacramento based waxing salon looking rebrand and refresh their website. With new ownership taking over, they wanted to build a website that reflected their professional service and welcoming nature. Sleek caters to all genders and wanted their website to reflect their welcoming philosophy.

Since Sleek is a female-owned business, they also wanted the project to reflect the empowering nature of waxing for women. Unlike their competitors who focus on a very narrow depiction of “beauty,” Sleek want’s to celebrate all walks of life and that inclusive philosophy was central to the project.

My approach for this project was to first focus on functionality. Since this is a service business, ease of use was paramount. Working with Sleek’s appointment platform, I devised multiple lead tools for Sleek’s appointments, packages, and memberships.

Since one of Sleek’s biggest strength is its staff, we featured them throughout the project. This not only provided customers a potential connection point; using them reinforced the authentic and honest depiction of women that their ownership felt so strongly about. It was crucial that their customers feel like anyone, regardless of shape, skin, gender or belief system, feel welcomes and accepted.