Brand Identity Guidelines

1. Brand Foundation

Mission Statement

To empower independent beauty professionals in South Riding with premium private workspaces, personalized service, and competitive value that fuels their business success.

Vision Statement

To become South Riding's most trusted salon suite community where independent beauty professionals thrive, build their brands, and achieve their entrepreneurial dreams.

Brand Essence

Quality-Value Leader - Delivering premium quality and personalized service at competitive market rates.

Brand Personality Traits

Brand Values

1. Independence - We believe beauty professionals deserve autonomy and control
2. Quality - We invest in premium finishes and amenities that reflect well on our tenants
3. Fairness - We offer transparent, competitive pricing without hidden costs
4. Service - We provide responsive, personal attention because we're owner-operated
5. Community - We foster professional connections among our tenants

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2. Voice and Tone Guidelines

Brand Voice

Overall: Confident, warm, and professional. Speaks as a knowledgeable partner, not a corporate landlord.

Tone by Context

Writing Guidelines

Do:

• Use "you" and "your" to speak directly to the reader
• Lead with benefits, not features
• Be specific about what makes Luxa different
• Use active voice
• Keep sentences concise

Don't:

• Use jargon or industry-speak that tenants won't understand
• Make claims you can't back up
• Sound like a franchise (avoid corporate-speak)
• Use ALL CAPS or excessive exclamation points
• Be vague about pricing or terms

Name Usage

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3. Visual Identity Specifications

Logo Requirements

Note: These are specifications for owner/designer to create the logo.

Style Direction:

• Modern and clean, not overly decorative
• Professional enough for business documents, approachable for social media
• Works well at small sizes (social media avatars) and large (signage)
• Reflects quality without being pretentious

Logo Components:

Design Direction:

• Avoid cliches (scissors, hair dryers, salon chairs)
• Consider geometric or abstract marks
• Balance modern aesthetics with warmth
• Test against competitors' logos for differentiation

Deliverables from Designer:

• Primary logo (full color)
• Secondary logo (reversed/white)
• Icon-only version (for social avatars)
• Black and white versions
• File formats: AI, EPS, PNG, JPG
• Brand usage guide

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Color Palette Recommendations

Note: Final colors to be confirmed with designer. These are recommendations based on positioning.

Primary Colors:

Accent Colors:

Color Application:

• Primary color: Logo, headers, key visual elements
• Secondary color: Accents, icons, highlights
• Neutral: Body text, backgrounds
• Highlight: Call-to-action buttons, important links

Avoid:

• Neon or overly bright colors (not premium)
• All-pink palettes (limits appeal)
• Black-heavy palettes (too stark)
• Colors too similar to Sola (teal/orange) or JC (blue)

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Typography Hierarchy

Note: Specific fonts to be selected by designer. These are style recommendations.

Heading Font (Primary):

Body Font (Secondary):

Typography Application:

Web/Digital:

• Use Google Fonts for web compatibility
• Ensure fonts are licensed for commercial use
• Test readability on mobile devices

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Photography Style

Overall Direction: Authentic, professional, diverse, aspirational but achievable.

Subject Matter:

Mood/Aesthetic:

• Bright and airy with natural light preferred
• Warm color temperature (not cold/clinical)
• Clean backgrounds, minimal clutter
• Authentic moments over staged photos
• Diversity in age, ethnicity, style, specialty

Technical Specifications:

• Minimum resolution: 2000px on longest side
• Format: High-quality JPEG or PNG
• Aspect ratios: 1:1 (Instagram), 4:5 (Instagram portrait), 16:9 (website headers)
• Consistent editing style (develop preset)

Photography Dos:

• Capture real tenants with permission
• Show the quality of finishes and lighting
• Include before/after suite transformations
• Feature happy clients (with releases)
• Show the local South Riding community

Photography Don'ts:

• Use obvious stock photos
• Over-filter or heavily edit
• Show competitors' logos or branding
• Include identifiable clients without consent
• Show incomplete or damaged spaces

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4. Messaging Framework

Primary Tagline

"Your Space. Your Brand. Your Success."

Usage: Primary marketing, website header, signage, business cards

Secondary Taglines by Audience

Elevator Pitches

30-Second Version:

"Luxa Salon Suites provides private, fully-equipped salon suites for independent beauty professionals in South Riding. We combine premium build quality with owner-operated service at competitive rates. If you're ready for your own space to build your brand, we're now pre-leasing."

60-Second Version:

"Luxa Salon Suites is South Riding's newest salon suite facility, offering private, turnkey workspaces for independent beauty professionals. We deliver what franchises can't - premium finishes and personalized attention at $285-$385 per week, all-inclusive. Whether you're a stylist ready to leave booth rental, an esthetician seeking privacy, or a nail tech wanting your own space, we have suites designed for you. We're owner-operated, which means you deal directly with someone who's invested in your success, not a corporate call center. Now pre-leasing for [opening date]."

Key Messages by Channel

Website:

Social Media:

Print/Flyer:

• Headline: "Your Space. Your Brand. Your Success."
• Subhead: "South Riding's newest private salon suites - Now pre-leasing"
• Key bullets: Premium finishes, competitive rates, owner-operated service
• CTA: "Schedule a tour" with contact info

Email:

Competitive Positioning Statements

vs. Sola Salon Studios (Chantilly):

"Like Sola, we're in the South Riding area with 24/7 access and private suites. Unlike Sola, we're owner-operated with personalized service, premium finishes, and no franchise overhead built into your rent."

vs. Phenix Salon Suites (Ashburn):

"Phenix offers great concierge service - we match that with owner-level attention. Plus, we're actually in South Riding, so your clients save the drive to Ashburn."

vs. Blue Salon Suites (Sterling):

"Blue Salon Suites has beautiful suites but at $379/week. We deliver comparable quality starting at $285/week - that's nearly $100/week in savings that goes into your business."

vs. Booth Rental:

"For similar or less than you're paying for a booth, you can have your own private suite. No salon drama, no commission splits, full independence - and you keep 100% of what you earn."

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5. Marketing Asset List

Digital Assets (Pre-Opening Priority)

Print Assets (Pre-Opening Priority)

Signage (Pre-Opening)

Collateral (Pre-Opening)

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6. Content Calendar Template

Pre-Opening Content Phases

Phase 1: Soft Launch (Months 4-5 before opening)

Phase 2: Active Pre-Leasing (Months 2-3 before opening)

Phase 3: Grand Opening Prep (Month 1 before opening)

Phase 4: Grand Opening (Opening month)

Weekly Posting Cadence

Posting Frequency:

• Instagram: 4-5 feed posts/week, daily stories
• Facebook: 2-3 posts/week
• TikTok: 1-2 videos/week (optional)

Content Types Mix

Hashtag Strategy

Primary Hashtags (always use):

• #LuxaSalonSuites
• #South RidingSalonSuites
• #SalonSuitesVA

Secondary Hashtags (rotate):

• #SouthRidingVA
• #LoudounCounty
• #VirginiaSalonSuites
• #IndependentStylist
• #SalonProfessional
• #BeautyEntrepreneur
• #SalonBusiness
• #HairStylistLife
• #EstheticianLife
• #NailTechLife
• #BoothRentalToSuite

Location Tags:

• South Riding, Virginia
• Loudoun County
• When open: Luxa Salon Suites (create location)

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7. Template Specifications

Social Media Post Templates

Instagram Feed Post:

• Size: 1080x1080 pixels (1:1) or 1080x1350 pixels (4:5)
• Format: JPEG or PNG
• Text: Caption below, not burned into image
• Logo: Small watermark in corner (optional)

Instagram Story:

• Size: 1080x1920 pixels (9:16)
• Format: JPEG, PNG, or MP4
• Text: Can include text overlay
• Interactive: Use polls, questions, links (when available)

Facebook Post:

• Size: 1200x630 pixels (1.91:1) or 1080x1080 (1:1)
• Format: JPEG or PNG
• Text: Include in caption, not burned into image

Email Newsletter Template

Structure:

1. Header with logo (600px width)
2. Hero image (600x300 pixels)
3. Headline (H1)
4. Body text (2-3 paragraphs)
5. CTA button (centered)
6. Secondary content (optional)
7. Footer with contact info, social links, unsubscribe

Specs:

• Width: 600 pixels max
• Font: Web-safe or Google Fonts
• CTA button: 44px height minimum for mobile

Flyer Template Layout

8.5x11 Single-Sided:

[TOP SECTION - 30%]
- Logo centered
- Primary tagline below logo
- "Now Pre-Leasing" banner

[MIDDLE SECTION - 45%]
- High-quality suite image or rendering
- 3-4 key benefits with icons:
  * Private, fully-equipped suites
  * Competitive rates: $285-$385/week
  * Owner-operated service
  * South Riding location

[BOTTOM SECTION - 25%]
- Call to action: "Schedule Your Tour"
- Phone number
- Email
- Website
- QR code to landing page
- Social media handles

Print Specs:

• Bleed: 0.125" on all sides
• Safe margin: 0.25" from trim
• Resolution: 300 DPI
• Color: CMYK

Business Card Layout

Front:

• Logo (centered or left-aligned)
• Tagline below logo

Back:

• Name: [Owner Name]
• Title: Owner
• Phone: [Number]
• Email: [Email]
• Website: trivalsalonsuites.com
• QR code (to landing page)
• Address: [Property Address], South Riding, VA

Specs:

• Size: 3.5" x 2"
• Bleed: 0.125"
• Resolution: 300 DPI
• Paper: 16pt matte or soft-touch

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8. Brand Application Examples

Website Homepage Structure

[NAVIGATION]
Home | Suites | About | Tour | Contact

[HERO SECTION]
"Your Space. Your Brand. Your Success."
"South Riding's newest private salon suites - Now pre-leasing"
[Schedule a Tour Button]

[SUITE PREVIEW]
4 suite options starting at $285/week
[Suite type cards with images]

[WHY TRIVAL]
- Premium Finishes
- Owner-Operated Service
- Competitive Rates
- South Riding Location

[TESTIMONIALS]
(After opening - tenant quotes)

[CTA SECTION]
"Ready to see your new space?"
[Schedule a Tour Button]

[FOOTER]
Contact info | Social links | Address | Hours

Tour Packet Contents

1. Folder Cover: Logo, tagline, contact info
2. Suite Info Sheets: One per suite type (4 total)
3. Rate Card: All pricing clearly displayed
4. FAQ Sheet: Top 10-15 questions answered
5. Application Form: Paper version for reference
6. Business Card: Personal follow-up contact

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Brand Identity Guidelines Complete Phase 13: Marketing & Pre-Leasing - Task 2 Complete