Project Overview - Coil House
Coil House came to Mercy & Muse booked inconsistently and struggling to justify premium pricing. As a curly hair specialist with advanced training, she knew her expertise was rare — but her brand didn't communicate that. Her Instagram looked like every other stylist's feed, and potential clients couldn't tell she was different until after they sat in her chair.
She needed a brand that instantly signaled expertise, exclusivity, and deep understanding of textured hair — one that attracted clients who valued specialized skill and were ready to pre-book months out at $300+ per appointment.
Package — The Full Muse
Full Brand Strategy
Full Logo Suite
Curated Color Palette
Font System + Usage Guide
Website Design
Social Media Launch Assets
Brand Guidelines PDF
Deliverables
The Strategy
Our approach centered on positioning Coil House not as "a stylist who does curly hair" but as "the curly hair specialist booked 8 weeks out." We built the brand around deep expertise meeting natural luxury — where curls aren't "fixed," they're celebrated and refined.
The strategy focused on three key principles:
Expertise as exclusivity – positioning advanced curl-cutting certification and dry-cut technique as rare skills worth premium investment
Celebration over correction – rejecting the "before/after" narrative in favor of showcasing curls as already beautiful, just elevated
Intentional scarcity – limited availability messaging that reinforces high demand and selective client relationships
We developed a complete brand identity system, including positioning strategy, visual identity, tone of voice, service naming, and launch messaging — all designed to attract clients who understand that specialized expertise commands premium pricing.
Visual Direction
The Coil House identity draws from editorial minimalism, botanical elegance, and warm natural luxury.
Color Palette:
Crown Emerald (
#1B4D3E) — grounding sophistication and natural depthGolden Halo (
#D4AF37) — premium positioning and celebrationIvory silk (
#F5F1E8) — elevated simplicity and breathing roomVelvet Burgundy (
#6B2C3E) — rich sophistication and luxe confidenceMidnight Charcoal (
#2C2C2C) — depth, contrast, editorial grounding
Typography:
Cormorant Garamond — an elegant serif that brings editorial sophistication and fashion-forward positioning
Montserrat Light — clean modern sans for clarity and accessible luxury
Together, they create an atmosphere of refined celebration — a brand that feels like golden-hour light on natural texture, editorial yet warm, exclusive yet welcoming.
The Outcome
Coil House now operates as a brand that matches her expertise: specialized, confident, and worth the wait. Her Instagram bio immediately signals exclusivity ("Booked 8 weeks out"), her service descriptions justify premium pricing through expertise positioning, and her visual identity stands out in a sea of generic salon branding.
Clients now pre-book quarterly appointments at $350, understanding they're investing in rare expertise — not just a haircut. The brand attracts exactly who she wants: women who've been disappointed by generalists and are ready to pay for a specialist.
“I was tired of explaining why I charge more. My old branding made me look like everyone else, even though my training and results were completely different. Mercy & Muse gave me a brand that instantly communicates ‘this is specialized, this is premium, this is worth it.’ Now clients understand before they even DM me.”
From Inspiration to Action
You’ve seen what’s possible.
Now it’s your turn.
If you're ready for a brand that attracts clients who pre-book months out at premium rates — let's build it together.