Case Study
Services
Lucero Hair & Wellness is a queer-owned, gender-free hair studio and barbershop with studios in Salt Lake City and Ogden, Utah. Founder Joshua Lucero opened the Salt Lake City studio in February 2023 on a simple idea: a haircut should be booked by what you want done, not by a gender attached to it. Lucero offers cuts, color, barbering, hair systems, extensions and wellness treatments, and runs the Gender Free Haircut Club for LGBTQIA+ youth in Utah.
We built Lucero's first website when the studio opened in Salt Lake City. It did its job for a new salon: a dark city-skyline photo, a bold all-caps headline about inclusive hair care, one phone number and a button to book. But Lucero didn't stay a new salon.
Since then it has grown into two studios, with a second location on Ogden's historic 25th Street, a larger team of stylists, colorists and barbers, private hair-system fittings, the Gender Free Haircut Club and recognition from local press and awards. The site we'd built for one studio couldn't hold all of that, and it didn't feel like the warm, welcoming place clients walk into. So we did something we don't often get to do: we redesigned our own work, from the brand up.
Drag to compare Lucero Hair & Wellness’s previous homepage with the site we built.
We started with the brand. Lucero means light, a bright star, so we built a warm palette around it: espresso brown, terracotta, ochre and olive on cream and sand. We paired Fraunces, a soft, characterful serif used in roman and italic, with Instrument Sans for clean, readable text. Arched shapes, echoing the arched mirrors in both studios, frame photos, service cards and team portraits across the site, and fine sun-ray line art carries the idea of light from page to page.
Then we rewrote every page in Lucero's voice, built around a promise clients can feel: "You're safe here, and you're seen." Services are presented by what you want done, never by who you are. Finally, we developed the site as a custom build, with a studio picker that sends clients to the right location in Lucero's Aura booking system, a page for each studio and a profile for every member of the team.
The site takes clients from a first visit to a booked chair at the studio that feels like home. Choose a feature to see it on the site.
Every Book Now button opens a studio picker that asks which location feels like home, Salt Lake City or Ogden, then continues to that studio in Lucero's Aura booking system in a new tab. Clients never land in the wrong calendar.
The warm palette, soft serif type and arched shapes give Lucero a look as welcoming as its studios. The old dark, all-caps design has given way to a brand that feels warm and personal.
Every page now leads with Lucero's promise, in plain, warm language. First-time clients, nervous ones and longtime regulars all see that the chair is theirs before they book.
A single Book Now button handles both locations and hands clients to the right studio's calendar. Studio pages answer the practical questions, from hours to parking, before anyone has to call.
The site was built for a salon that keeps adding people, services and locations. New team members, services, Journal articles and studios fit into the existing design without starting over, the way the first site couldn't.
“Fluid22 is one the best out there! They can deliver your business needs so efficiently and they truly are there for any help you need. … They teach you how to continue updating your page and are always willing to answer any questions you may have. I cannot recommend this company enough for any of your digital business needs!”
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