Welcome

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    Our mission

Our vision

If our mission is for ‘today’, (why we exist), our vision is tomorrow – it’s what we’ll actively do to bring the mission to life. 

Our vision is to provide the best software to our salon partners across Europe and be the easiest way to book hair and beauty for our customers. Yep, we provide the tools to connect the hair and beauty community - people to stylists, salons to clients - so more people can feel good.

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Our positioning

After getting the mission and vision down, don’t go thinking that a value proposition is just some fluff. In fact, from a creative perspective, it’s probably the most important. A value prop quite literally describes the value of a company to a consumer. It’s the sweet spot of output, where the product, brand, and experience come together to add value to someone’s life (in other words, it’s why we deserve your business). 

For us creatives, it’s really important for us to know our value proposition inside out, as this should guide every asset we create; whether we’re mocking up a tube ad or writing a subject line. 

So, what’s ours?

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Behind every appointment

Proposition-01

For our salon partners 

We stand behind our partners and let their talent shine, but provide the tools to bring their business online (and take it further). From our software, Connect, to our out of home marketing, we’re behind every stage – first booking to lifetime bookings.

For our customers

We’re the foundations of every hair and beauty appointment you make. You (the client) wouldn’t get to that salon chair, or even discover that salon, without us. 

From our editorial team who introduce new treatments, to the CX team who help with appointment support, we’re behind the scenes giving you the perfect hair and beauty experience.

Our brand values

We can only succeed with each other 

For our company to be successful, we need more than just bookings. We need a team of motivated, driven employees who push each other’s boundaries and go the extra mile. That healthy kind of pressure creates a strong group of leaders – for our partners, for our customers, and for the industry.

Who are we

   (and why the industry needs us)

These days, you can do most stuff online. Book a taxi, buy your groceries, meet the love of your life (hey, we’re optimistic). So why not book your hair and beauty that way too? We set out to digitise the industry in ____ and people really like it. 

Booking online offers the ultimate flexibility – your choice of salon (location, vibe, treatments), your choice of stylist (masseuse, therapist, beautician), and your choice of appointment time (after work, before work, during work – cheeky).

Who_we_are copy

Brand

   architecture

What is brand architecture?

Think of this as the building blocks of our brand. The pieces that come together – logo, typefaces, tone – that lock together to form Treatwell. 

An architecture can also describe the number of sub-brands that sit together under one parent brand: for us, that’s sort of true. Maybe you’ve heard of Treatwell Connect, or our more premium offering, Connect Pro. We’ll get into the details of that later. For now, let’s talk creative – how we look and how we sound.

 

 

 

 

 

B2C Masterbrand logo

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Brand_architecture_logomark

 

 

 

 

B2C Masterbrand logomark

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B2B2C Partnership logo

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Brand_architecture_logo_connect

 

 

 

 

 

B2B Treatwell connect

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B2B Treatwell connect pro

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Defining

our audiences

As a marketplace, we’ve technically got two audiences. 

Yep, we exist for customers and partners:

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Business to

 consumer (B2C)

Business to

 business (B2B)

Hair and beauty professionals – wax therapists, nail techs, barbers, and beyond – can sign up to be Treatwell partners. That means they’re bookable on the Treatwell app and can access our salon-booking software, Connect, to run their business. 

Then there’s the customer-side – the people booking their treatments (with our partners), on the Treatwell app. That means our copy needs to do two key things: encourage salons to sign up to be a Treatwell partner and encourage everyday people to book their hair and beauty online.

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Defining-our-audience-right

Tone of voice

 

What is tone of voice?

A brand’s tone of voice is more than words on a page. It’s their personality.  When used effectively, it can be as representative as colours or a logo. In fact, a really strong brand voice will be recognised by a customer without any mention of the brand name. 

More practically, tone of voice, quite literally, helps our team know how to write. And not just the copywriters. We write all sorts of content at Treatwell – from paid social ads, to job descriptions, and CX emails – so, understanding how to craft copy in the right tone is relevant to everyone, whatever your job title.

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Our tone of voice pillars

We have three pillars that guide everything we write at Treatwell. From keeping sentences short, to the adjectives we use (and where), every piece of copy should ladder back to one, two, or all three of them. That’s true for both B2B and B2C, because we don’t believe in different voices coming from one mouth, you know?

These pillars are honest, confident, and relatable

 

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Honest

Clean Ocean Cut

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Confident


What is Gua Sha’ expert 

 

Honest

The Stylist

Confident

Hair email

Confident

Hair email

Though we’re speaking to both businesses and customers separately, ultimately, we’re all creative people (and into the concept of Treatwell) so it’d be strange to use a different tone of voice, y’know? 

You’ll notice a difference in what we say (like professional terminology and nuances) but not how we say it. Words like ‘widget’, ‘SaaS’ might catch your eye, but this is as ‘business talk’ as it gets.

For the full tone of voice guidelines, follow the link below.

 

Design rules help to keep all of our visuals in check. Our brand is always evolving, so there’ll be changes to these ‘rules’ from time to time, but our fixed and flexible assets make sure Treatwell always looks, well, like Treatwell.

Fixed assets

 

Fixed assets are our non-negotiables. Aspects of our brand identity that never change, whatever the medium (be that on a print ad or in an email send). Examples of fixed assets are our brand logos, bespoke typeface, and colour system.

For the full fixed assets guidelines,
please follow the link below.

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Flexible assets

 

Flexible means open to change. The rules that bend a little. Think patterns, illustration, and music choices. Just like being ‘flexible’ on where you fancy heading for dinner, our flexible assets help to keep things fresh and versatile.

For the full fixed assets guidelines,
please follow the link below.