When launching your first solo venture as an inclusive, queer-friendly barbershop during a pandemic, you need a solid brand identity to grab eyeballs and a rock-solid website to serve as your digital marketing hub. Georgette Watje partnered with PRÜF to turn that into reality.
Logo / Illustration / Website / Apparel
A queer-friendly barbershop brand that needs to reflect the tradition of the craft and the modern values of Tacoma, WA — with a DIY ethos.
As a LGBT-owned barber shop, The Barber Collective has a specific target audience. We created a brand that directly speaks to TBC’s customers: outdoorsy, LGBT-friendly digital natives who deeply appreciate a PNW-twist to a traditionally male-dominated industry. Georgette built her shop right out of her garage in her own back yard, so we sought to highlight her DIY aesthetic in the imagery we developed for and with her.
Using Bold Design Elements to Set Expectations
How do you let customers who can’t just walk by a window know what a garage barber shop looks like? You show them! The Barber Collective’s DIY aesthetic comes with an element of industrial grit and punk rock ethos, so PRÜF designed TBC’s custom Genesis WordPress theme to reflect the physical elements of the TBC shop: barber’s tools, shiplap, sheet metal, and exposed concrete.
While we were at it, we integrated 3rd-party online booking, an Instagram feed, testimonials, and equipped the site with easy-to-update pricing and news posts. The entire theme is constructed to rely on WordPress’s new Gutenberg block paradigm, so if Georgette ever needs to rearrange whole sections of the site at a moment’s notice or add new pages, she doesn’t even have to ask PRÜF to do it (though we’re always glad to help)!
Fresh to Death
So, you 1) built a business, 2) in a backyard barbershop during a pandemic, and 3) have a customized website built to reflect your brand. What else could you possibly need? Schwag, of course. PRÜF worked closely with Georgette to apply TBC’s brand to a limited run of apparel. We think the 6-panel hat and shirts hand-screenprinted by the The T-Shirt Men both look outstanding.
“As a one chair barbershop, in an alley with no foot traffic and as an owner with little knowledge of marketing, PRÜF has helped send more business my way than I could’ve imagined. They built my barbershop a great website that really helps current and potential customers get a good feel for who I am, as an individual and as a business owner. The reaction to my new web site has been overwhelmingly positive as my customers have noticed the small, personal details. If you are on the fence about your website needs, I can’t recommend PRÜF Creative enough.”