A reimagined partner brand for a new chapter of growth
Treatwell was already Europe’s no.1 hair & beauty booking marketplace when our relationship began. But with a renewed focus on creating more, and more lasting, relationships with partners (salons and stylists) and an ambition to expand into multiple new markets in 2020, it needed a reimagined B2B brand to set the stage for its next chapter of growth.
Helping salons and stylists Work Beautifully
We explored partners’ needs, conducting a quant attributes study with almost 500 partners. This revealed the building blocks for a new needs-based proposition led by ‘Work Beautifully,’ giving Treatwell a new way to organise and talk about its offer.
‘Work Beautifully’ also set the direction for a new partner experience. Verbally, through tonal principles and a messaging framework to tell a clear and compelling story. Visually, with a new identity to create a distinct B2B presence. And experientially, with a new approach to partner engagement to ensure maximum impact with every interaction.
We activated ‘Work Beautifully’ with a digital toolkit and roadshows designed to equip teams to take Treatwell to market in a better way, and create a better experience for partners.
Helping Treatwell Work Beautifully
Our work has given Treatwell clarity, momentum, and a platform for growth. It has helped teams talk about the Treatwell offer in a way that elevates above products and services, to needs and benefits. It has united and energised the organisation around a singular direction. And it has equipped Treatwell with a brand that can be implemented quickly and easily. Just weeks after our project ended, Treatwell launched a successful city-wide partner brand campaign in London; the first of many to come as it continues to grow and take the hair and beauty industry by storm.
“Wolff Olins have really helped us to define what better looks like for partners. They’ve delivered a compelling new B2B proposition that sets the bar for what a great partner experience looks like, as well as helping us develop a more effective approach to sales and marketing.”
“Wolff Olins helped us to get under the skin of what our partners need – and delivered a strategy and identity that helps us frame our offer in way that’s much more gettable and compelling. They also spent time making sure our people really live and breathe our new partner brand every day.”
Group Brand Director, Treatwell