When French Beauty School rebranded luxe-style, we took their image into the stratosphere.
The French connection
When The French Beauty Academy came to us, they were in a period of massive transformation. Under new management, they seized the opportunity to build on their very respectable level of success as the Gold Coast Training Academy and rebrand. They had an exciting new brand philosophy, and they needed a digital agency to help them to express that philosophy and take them into the brand stratosphere.
The Academy was looking for someone to partner with to turn their brand into the inspirational and aspirational beauty training brand on the Gold Coast – initially with a new website and brochure, but also to partner with in the longer term.
A rose by any other name
Sherelle and Alan French bought the Gold Coast Training Academy, so they decided to build on a French theme for the Academy. We worked closely with the Academy team to develop ideas around how to express that French flavour throughout their branding and materials.
The brilliant team at the Academy had worked hard to implement a new level of service excellence, so they were ready to go. We worked with the Academy to build on this with a fresh brand concept, identity development, a new website, and a stunning corporate brochure.
The new look builds on the idea of young French beauty – pared back, polished and sophisticated. We planned everything to the finest detail for our photo shoot to ensure we portrayed the French Beauty Academy vision, down to the precise positioning of hair braids, and choosing the right shade of white for the models’ clothes.
We took special care to incorporate the Gold Coast Training Academy logo into the new branding, to connect the respected institution with the exciting new direction – and we have a plan in place to fade this out gradually as it becomes obsolete.
Beauty is in the eye of the beholder
Beauty is a visual industry, and that’s where much of our work needed to be done. A new direction needs a fresh look, and we worked hard to convince the Academy to allow us to take a fresh approach with the art direction. We needed images that would capture understated French beauty, while showing off the talents of the Academy.
Our team had very specific styles in mind, and the Academy allowed us to take the reins, managing the art direction and styling of an epic photo shoot. It was all hands on deck in the Mettro office to deliver an enormous project to a tight deadline, but that’s what we do, and we love it.
The end result is a glamorous and visual website that perfectly portrays the French Beauty Academy vision. We undertook an immense amount of work to ensure the website was incredibly easy to navigate and that the content was laid out in a way that was clean and easy to read, with key calls to action to drive enrolment.
The results speak for themselves, don’t you think?
That’s what she said
Mettro really took the time to get to know our business, to understand our philosophy and our objectives. They were business focussed and strategic and created a fabulous creative concept and an innovative, integrated approach. The photography we produced together is stunning! Mettro were integral to the success of the shoot and oversaw all aspects, right down to helping with the makeup, styling, the models and the art direction.
Their attention to detail was crucial to achieve the beautiful polished images that we now have. We use the images in all our collateral and they perfectly capture the sophistication of the Academy. We love working with Mettro. They understand us and their branding, website and collateral have helped reposition our brand and take us to the international stage.
Angie Kleeman
Director – Luxury Brand, The French Beauty Academy
