SJ Case Study
It Was Not About a Website.
How we turned a simple redesign request into a tool for connection, conversion, and cultural relevance.
Studio Ana'e
Hair & Beauty
THE CHALLENGE
When Studio Ana’e reached out, the brief was simple: they needed a new website. The current one felt outdated, disconnected, and unworthy of the brand’s real energy. But we knew immediately that this wasn’t just about aesthetics — it was about function, perception, and opportunity.
So we asked a different question: what is the role this website needs to play in the brand’s evolution? That’s when the real work began.
OUR APPROACH
We listened first — not to what the brand looked like, but to what it wanted to become.
Aude, the founder, wanted something classy and minimalist. But she also wanted to start capturing emails, building community, and creating a more modern and intimate relationship with her audience. The problem? The tools she had couldn’t support that. Her contact list of 12,000 names was trapped in a third-party booking platform. Her old site wasn’t just underwhelming — it was a dead end.
We built a new foundation.
We chose a bold one-page layout: elegant, clean, not optimized for SEO but fully optimized for trust. We pulled in unused colors from the brand’s palette to give the site a refined freshness. But more importantly, we embedded a Typeform quiz directly into the scroll — not as a gimmick, but as a lead magnet with a purpose.
The quiz collect meaningful data about hair type, habits, and needs. Then we connected it to Mailchimp and created a dynamic tagging system. Now, every user who completes the quiz is segmented based on their profile, ready for a tailored communication strategy.
THE WORK
What we delivered:
A minimalist one-page website that reflects the spirit and elegance of the salon.
A lead magnet experience with real UX value (the Typeform quiz).
Full integration with Mailchimp and intelligent audience segmentation.
Strategic consulting on how to turn traffic into relationships.
But we didn’t stop at delivery — we kept building.
After seeing the potential of the new system, Aude (Studio Ana'e) wanted to go further. That’s how “Sunday’s for Caring” was born — a bi-monthly email campaign designed not to sell, but to serve.
Every second Sunday, users receive an email designed for slowness, intention, and care — aligned with how many clients treat Sunday as a reset. It’s a moment to reconnect with themselves, and with Studio Ana’e.
Each email is fully dynamic and behavior-based, meaning no two subscribers receive the exact same experience. Based on the answers they gave in the website’s Typeform quiz, users receive:
Personalized DIY hair rituals using 2–3 natural ingredients they likely have at home.
Cultural segments that showcase how different communities around the world care for their hair — a nod to the diversity of Studio Ana’e’s audience, and a reminder that beauty is heritage.
Curated product recommendations, spotlighting trusted partner brands — chosen specifically for their hair type.
Even the hero visuals change, matching the user's identity to reinforce a sense of being seen.
This wasn’t about marketing. It was about intimacy at scale. A newsletter that doesn’t feel like a campaign, but a quiet conversation in your inbox. An invitation to take care.
THE IMPACT
Studio Ana’e’s audience responded immediately — not just with bookings, but with real engagement. With more than 1000 answers on the Typeform and 3K page views per week since the launch, the website became a statement of the brand’s next chapter. It helped reframe Studio Ana’e as more than a salon — as a cultural and emotional space that sees its clients fully.
INSIDE
We didn’t build only a website. We built tools that elevate Studio Ana'e's story and activate trust to create real bonds.
This project reminded us that when you listen deeply, even a simple request can become a powerful act of transformation.
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