Giving new volume and lift to an industry leading customer reviews and insights data platform.
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  • We work in close partnership with our clients to create robust, intelligent marketing strategies based on customer needs and business goals.
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“What stood out with StrategiQ was their ability to challenge my ideas and not just produce another website. They immersed themselves in my business, learned about the industry and built a platform that engages users and maximises traffic. I found them to be incredibly structured, which is something I hadn't experienced before with a development agency. The result is a platform that the hair and beauty industry is raving about.”
Adam Thomas, Founder

salonspy are an award-winning bespoke salon insights platform with pioneering functionality. Providing customer driven listings for salons and spas whilst offering an interactive platform for reviews and local rankings.

2021 saw the biggest evolution of salonspy as a brand since it was founded in 10 years ago. With the innovation and launch of new functionality salonspy’s brand was moving from a verified review platform to an industry leading insights and data powerhouse.

salonspy prides itself on verified, post-appointment feedback for the hair and beauty industry. They offer salon owners a new level of insight into team and salon performance so they can fine-tune their businesses whilst building their online reputation.

Alongside the need for refreshed branding elements (that would better reflect the diversifying offering of the salonspy platform), a new website and supportive marketing was needed to relaunch the brand to the world.


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Google Pagespeed Performance Score
Google Pagespeed Best Practices Score
Largest Contentful Paint
Cumulative Layout Shift
First Input Delay

Client Story

Highlighting and Layering Intelligence


The appointment was made and with the right people sitting in the right chairs we set out on the journey of redefining the salonspy look. Joined by senior stakeholders from across the business we broke the business down, scrutinising what they did, what they now do and where they want to take the salonspy brand.

There were several parallels between the salonspy platform and what people need from a salon itself. Customer service, attitude, value, cleanliness and the actual end result all influence the customer experience.

By layering quantitative and qualitative data with the personal mission of the brand we identified and outlined a broad range of insights to inform the subsequent stages of the project. From defining the brand values, behaviours and audiences to more technical aspects around the online platform and digital ecosystem.

Styling and Colouring


The new look salonspy needed to reflect their evolution. Moving from a brand based around customer experiences and reviews to a more insightful and trusted partner for some of the largest brands in the industry.

The logo evolved from the previous iteration incorporating speech bubbles (a reflection of platforms previous focus on customer reviews) to a new logo blending elements across data and insights. Taking the opportunity to evolve and modernise the branding and typography we also evolved the brand colour scheme. Retaining the recognisable blue and purple we introduced a gradient approach to the palette to represent the merging of customers and salons.

A new brand style guide was created as well as a new brand manifesto to bring all of these elements across vision, mission, values, behaviours and styling into one central brand bible.

Cut and Blow Dry

Design & Development

The design needed to be modern and fresh, but the core functionality was critical to the user experience and review management process both in the UK and, long term, worldwide. Celebrating 10 years of salonspy, with over 500,000 reviews from 1,000’s of salons we needed to ensure the site enhanced user experience and technical functionality.

While creative design and efficient functionality of the platform was critical to meeting the brief, StrategiQ used this project to show how, if planned and executed correctly, salonspy could rank more effectively in Google search results.

More importantly, we could help to ensure salon owners would benefit from local listings, making the platform even more appealing to international salons and software partners. We developed every aspect of the website from the salon owners’ dashboard to the database and search functionality to the social media integration and reporting. Everything was developed from the ground up.

Treatment and aftercare


The post-launch feedback from new and existing salon owners was amazing, both from a look and feel perspective, and salon owners loved the new features that allowed them to get the most out of their reviews. That said, the most impressive early result was how Google has ranked the new platform in local listings with structured data. In many cases, Google prioritised salonspy reviews in the SERP over Facebook, Yell and Treatwell – some of the salon industry’s most trusted sites.

Further supporting the brand, our design and marketing teams’ support with the creation of email marketing templates, social media assets, animation and most recently presentation material. Founder and Managing Director of salonspy, Adam Thomas, recently unveiled the new look brand to the hair and beauty industry at the ‘Wella Business Network’ event to rapturous applause from salons, partners and industry leaders.

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