Since its creation seven years ago, Planity never ceased to grow, getting bigger and more innovative as time passed. Although it is rewarding to experience such a fast evolution, we felt like something was missing : just like a teenager that grew up too fast and needs new clothes that fits, Planity needed to stand the test of time and adapt in this ever-evolving environment. That’s when we decided to refresh our brand image.
We started off the work in April 2022, calling upon Anagram Agency’s expertise to guide us through the process of this brand refresh. The first step was to conduct an audit with several clients but also collaborators, in order to have an insight on how they see us, how they feel about us and how they expect us to evolve.
That being done, it led us to three key moments :
First, we rethink our way of communication …
Simple, straightforward and premium ; that’s how we’ve always wanted our communication to be. Our messages were delivered effectively, but we now feel the need to shift from “this is what we sell’’ to “this is why we do what we do”, evoking Planity as something more than a product or service.
By using emotions in our writing style and coming up with inspiring content on our social media and platform, we figured it would be easier to bond with our audience in a sincere way, making us more aligned with our values.
With that in mind, we came up with a brand new signature : Book with style. Short, bold and engaging, it’s also a reminder that anyone is a click away from a lifestyle of infinite beauty.
…then, we worked on our B2B platform…
We’ve always positioned our brand as B2B oriented and yet never truly built a proper discourse around it. We had to differentiate our two audiences, beauty professionals and platform users, by having two specific voices for each of them. To do so, we worked on creating a new B2B interface.
Mainly inspired by our Ambassador Program, this new platform puts our audience under the spotlight. It is now more about the entrepreneur, his work and many talents, than the solution we sell him.
… to finally focus on a new visual identity and a signature of our own.
Black and white was unquestionably our trademark from the very beginning. However, as time passed by, we were yearning to try new concepts, stretching and diversifying our creative guidelines, which can be tricky with these two.
While remaining coherent with the sophistication and sobriety that Planity wanted to project, we broadened our color palette into neutral and soft colors.
A big turning point was to find a symbol that suits us, which conveys our values and makes us stand out from the crowd. With the help of Anagram, we hit upon the arch, hidden onto the P of Planity.
The arch embodies a few things we can relate to : the beauty salon’s front door before a great makeover, the mirror reflecting the beauty of the one looking at it and, of course, our booking portal, an invisible gate linking our users to our beauty professionals.
This refresh came right on time, when Planity, after reaching a peak, needed to reinvent, keeping up with the marketplace trends while staying relevant and true to ourselves. One year after the start of this huge project, we’re proud to present this makeover, as it will play a significant part in our strategy to reach new markets.
We devoted a lot of attention to the B2B side during this refresh, but something is coming for the B2C one too… Stay tuned !
