DeLuca Hair | Outside the Bocz Portfolio

De Luca Hair

Deliverables

Creative Brief (USP, key message, target audiences/personas, competitive analysis)
Moodboard and Visual Inspiration (Colour Palette and Typography)
Medium-fi and Hi-fidelity Wireframes (Figma)
Logo Redesign

Project Description

This academic UX case study showcases a salon website redesign for Ottawa’s DeLuca Hair — an eco‑luxury Ottawa salon specializing in plant‑based haircare — brought to life under the tagline “Bloom with style, flourish with purpose.” We began by defining DeLuca’s unique selling point — high‑quality, natural, sustainable beauty — and shaped it into a cohesive narrative in a strategic creative brief. To boost usability, we analyzed the site architecture with original and revised sitemaps, then developed real‑world user personas and a green‑inspired moodboard to guide our sustainable design decisions.

In Figma, we built medium‑ and high‑fidelity wireframes and interactive prototypes that balance elegance with eco‑friendly warmth. Separately, we crafted a refreshed logo and created a whole new colour palette into vibrant eco-friendly/natural colours, paired with refined typography that feels both timeless and lively. The result is a fully reimagined, mobile-responsive website that clearly communicates DeLuca Hair’s eco‑luxury ethos, reinforces its sustainable beauty values, and simplifies the service‑booking experience.

Live Figma Prototype

Goal

Elevate DeLuca Hair’s online presence by delivering a salon website redesign and brand refresh that showcases its high‑quality, plant‑based services, reinforces its professional yet warm personality, and makes it effortless for visitors to explore services and book appointments.

Approach

I began by auditing DeLuca’s website and analyzing competitor sites to identify usability gaps and visual opportunities. Next, I led the creation of a strategic creative brief that distilled DeLuca’s eco‑luxury positioning and core messaging. With that foundation in place, I reimagined the site structure — producing original and revised sitemaps for streamlined navigation — and developed user personas alongside a green‑inspired moodboard to guide every design choice. In Figma, I translated these insights into medium‑ and high‑fidelity wireframes and interactive prototypes, balancing elegant layouts with eco‑friendly warmth. On a parallel track, I crafted the refreshed logo in Adobe Illustrator and developed an entirely new color palette of three vibrant accent hues, paired with refined, timeless typography. This approach ensured both the visual identity and user experience aligned seamlessly with DeLuca Hair’s values.

Challenges

Finding the balance between DeLuca’s commitment to natural, sustainable practices and the polished look expected of a luxury salon tested our design judgment, while translating fresh layouts into responsive Figma prototypes demanded meticulous attention to spacing, hierarchy, and mobile behavior — all within the tight timeframe of an academic project.

Results

The deliverables include a full suite of wireframes, a detailed creative brief, an updated logo, and a complete visual style guide — all wrapped in high‑fidelity Figma prototypes that showcase streamlined user flows, clear calls‑to‑action, and an elevated, cohesive brand experience. Feedback from peers and instructors praised the cohesive blend of elegance and eco‑conscious warmth, demonstrating readiness for real‑world implementation.