An inside look at how we gave a major brand boost to The Jaycie Collective Salon through strategic branding, SEO, and a high-converting website to generate over 100 organic client inquiries within eight months of launch.

The Jaycie Collective

Custom Web Design + Website Copy + Strategic Marketing

WEBSITE & BRAND POSITIONING FOR MARKET DIFFERENTIATION

Client Case Study

Menu

Initial Challenge

intro: Big goals, big moves—let’s set the stage

The Jaycie Collective is a modern, luxury hair and lash extension salon in Salem, Oregon. Founded by Jaycie, an experienced stylist and entrepreneur, the goal of this project was to take a salon and rebrand it as a solo venture with a bold new identity.

client overview

Client Overview & Initial Challenges

intro: Big goals, big moves—let’s set the stage

Jaycie didn’t just need a website—she needed a powerful marketing tool that would work for her, bringing in new clients independently of stylist networks. With a rental salon model, it was essential that the website itself became a lead generator. Ruby Works Co.™ implemented a highly strategic mix of branding, web design, and SEO to position The Jaycie Collective as a standout salon in Salem.

The Real Problem & Solution

How We Solved The Real Problem

Timeless yet trend-forward brand identity to attract a fashion-forward clientele.
Mobile-friendly, high-converting website that’s easy to navigate and designed for client inquiries.
SEO-focused content strategy to boost search rankings and drive local traffic.
Custom brand guidelines and social media templates for brand consistency across platforms.

Specific Needs

Develop a bold, differentiated brand identity that positions The Jaycie Collective as a high-end destination salon.
Create a conversion-optimized website that drives organic traffic and client bookings.
Showcase stylists with SEO-driven artist pages that strengthen their personal brands while increasing website visibility.

primary Goals

Goals & Key Deliverables

Objectives: The mission: turning vision into results

— Jaycie, The Jaycie Collective

"You are instrumental to my business, babe!"

Developed a 20+ page brand guide and social media templates for seamless brand execution.
Pre-launched stylist pages, allowing artists to preview their profiles before going live.

Marketing & Launch Strategy

Optimized for local search, ensuring high discoverability for new clients.Designed for mobile-first browsing, aligning with how most beauty service searches occur.
Implemented strategic copywriting that was engaging, scannable, and action-oriented.

SEO & Content Strategy

Built a custom 12-page website with an intuitive, conversion-driven layout.Designed a rotating Polaroid feature for the homepage to add personality and authenticity.
Created stylist pages, which are personalized portfolios for each stylist,with individual booking links and bios, increasing website engagement and time on page.

Creative Direction & Web Design

Developed a bold, modern brand identity that merges 60s vintage glam with contemporary luxury.
Positioned the salon as a top-tier experience, distinct from budget and mid-tier competitors.
Crafted an engaging brand voice that builds a sense of community and exclusivity.

Brand Identity & Positioning

The Step-By-Step Execution

PROCESS: A Clear & Strategic Process, Built for Momentum

The custom stylist pages boosted domain authority, increased direct website traffic, and positioned The Jaycie Collective as the go-to salon in Salem, attracting both clients and new stylists.

SEO-Optimized Artist Pages

With a bold brand identity and conversion-optimized website, The Jaycie Collective maintains a strong online presence with minimal ongoing updates—continuing to drive organic traffic and engagement.

High-Impact Digital Presence

The website generated over 100 direct client inquiries—all organically through SEO-driven discovery. These were not from stylist referrals or external marketing efforts, proving the website’s strength as a standalone lead generator for a rental salon model.
.

100+ Organic Client Inquiries in 8 Months

Results

RESULTS: Fast, functional, and built to convert

A bold, modern aesthetic combined with strategic messaging gives The Jaycie Collective an edge in a saturated market.

Market-Differentiated Brand Positioning

Designed to be easy to scan, action-driven, and persuasive, ensuring higher conversions from organic visitors.

Mobile-Optimized, High-Conversion Copy

These pages elevate each stylist’s personal brand while simultaneously enhancing website rankings—a powerful strategy in a rental salon model where each artist operates independently.

SEO-Driven Stylist Pages

Standout Features & Strategic Wins

GEMS: The details that made this project chef’s kiss

Ruby Works Co.™ continues to support The Jaycie Collective with ongoing SEO refinements, additional artist pages, and strategic updates, ensuring the brand stays ahead in a competitive market.

Future Plans

A strategic website isn’t just about aesthetics—it’s about business growth. By pairing high-converting design with SEO-driven marketing, The Jaycie Collective now attracts new clients organically without relying on external referrals or ad spend.