Cuts By Luke Digital Strategy

MY Role(s)
the Team
Date & tools
Strategy Branding Design Webflow Dev Hosting & Email Setup
Just me and the client
A few days in June/July 2025
V0.dev, Figma, Webflow
SKILLS &
DELIVERABLES

Context

Luke is a mobile hairdresser based in Croydon, London, UK

Around 5 years ago, Luke moved from a thriving business in Bondi Beach, Australia, to London to care for a family member. Despite being a top class cutter and stylist, Luke has struggled to find new hairdressing clients in London.

Goals

Since Luke can't start to take bookings for 10 weeks, we planned to create the site and work hard on marketing for those weeks to try to get lukes appointment book filled for the time when he can start work.

Design Talkthrough

Strategy

As I'm doing the client consultations and research, I add all the info I find to slides in the figma file.

It allows me to communicate easily with the client what's been done and provide lists of our tasks (Homework), so that we can collaborate effectively.

It also makes a record so that I, or anyone taking over the project can quickly get up to speed later.

Clickable Prototype

Enlarge to view, click around the main nav and scroll down to see the design.

Process

Since Luke is an old friend, and work was also slow for me, I decided to help Luke out. In around a weeks-worth of work I provided:

  1. An initial consultation to collect information and design the business around Lukes current responsibilities and budget constraints
  2. Research on a payment platform suitable for hairdressers - Fresha.com, which I also setup based on the new services list we devised together with prices and durations so that the calendar could be managed properly to include travel times
  3. A Marketing Strategy to target Lukes ideal clients and create special deals to attract them - Co-working professionals, Stay at home parents (often Mums) and those who want to get 'Glammed up' for a special event.
  4. Specials - Since word of mouth has always been Lukes strongest marketing weapon, I also created specials to encourage these 3 groups to bring a friend, to increase Lukes client base as quickly as possible.
  5. Supporting the website presence, I also researched business name (Luke chose 'CutsByLuke.co.uk'), registered the domain, repointed the domain and am in the process of setting up branded email.
  6. Social media advice
  7. Preparation of printed materials for marketing e.g. to go out to Co-Working Venues for partnerships setup
  8. I played around with several new AI video tools and came up with a subtle animation for the homepage header using Immersity AI.

Challenges

1. The client had quite low-resolution images which I had to try and upscale in Photoshop and other AI tools

2. Since all these tasks took quite a while, I wasn't left with much time to play around with branding, typography, colour and design in figma

3. I would have liked more time to find better AI tools for image upscaling and video generation, or to create a header using Adobe After Effects

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V0.dev

Before convincing the client to do the project, I used V0.dev with a prompt including everything I know about Luke and came up with this. Note that after using V0, there's still a LOT of work to do.

Homepage, Pricing & Specials Page Designs

I created all the text and colour styles as global styles so that I can quickly change any style and have it update immediately throughout the whole file. This allows me to see what's working nicely.

Design v1

Design v2

The Finished Product

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