BILLY ETC

REBRANDING,
LOGO DESIGN, WEBSITE, SEO

Hey, it’s Brayden here, the YSS Concierge and founder.

When I met Billy, I remember thinking, wow, it would be incredible to work with BILLY ETC. This was back before I had launched Your Salon Support. I was freelancing and just testing the waters. I had a client who wanted PR and was referred to Billy Daniels of BILLY ETC., whom I then referred to my client. This is just a testament to the fact that things move in circles because, fast forward a year, Billy and I reconnected over a rebranding.

When working with an institution like BILLY ETC. the key was to not take away from the image and presence the brand had already built for itself. Instead, we wanted to break it down to its most basic elements and then add a little flair to those bones. Sarah, our designer, did such a wonderful job with the brand direction options. We presented three really immersive experiences for Billy to choose from. And if you have seen me talk on social media, you will know I am a big fan of video content, so when I say immersive presentations, I mean immersive. Think emotive videos with dramatic fade-ins of the brand logo reveal. We really like to capture that aha moment because if one thing is true about digital design, it’s that you will never look at something the same way twice. The second time is when the analytical eye kicks in, so we like to make sure that first time is as powerful and emotive as possible.

Billy Etc. needed a fresh website infrastructure to match the hot new branding we had created. This was a fun website to make because we were now so deep in the new branding, and so happy Billy had chosen the red option - everything was now about how we could keep that dramatic reveal happening again and again. The choice was clear to me.

People knew Billy for the beige neutral tones he often sported in real life, and tha palette really did permeate through the brand, but now we had taupes, and reds, and black. So we started with what people knew. The beige. The video that had been there before. Then as visitors scroll down the page, the colour dramatically shifts into the burgundy red with BILLY ETC. in a contrasting red. This is such a powerful brand moment. But it doesn’t stop there. We then had Billy’s hig profile clientele content slide over the BILLY ETC. logo.

This website was built in Squarespace. One of the requirements for this project was that we did not move to a different infrastructure, and so we worked within the guidelines. It took a lot of custom code but the result is chic.

To ensure the success of BILLY ETC. digital transformation post launch, our team employed a comprehensive digital marketing strategy. We optimised the website for search engines, incorporating relevant keywords and phrases that would enhance its visibility. Content marketing played a crucial role, with blog posts, articles, and social media updates designed to engage and inform the target audience. Our focus on SEO ensured that BILLY ETC. was promoted to rank highly on search engine results pages. The technical base was laid down to drive organic traffic to the site and the positive reception from the audience validated our efforts, showcasing the power of thoughtful design and strategic digital marketing.

As we reflect on the transformation, it’s evident that every detail was meticulously planned and executed. BILLY ETC. now stands as a testament to the impact of digital marketing, where a well-crafted story, combined with strategic execution, can elevate a brand. This one was a personal favourite.

Website Design

When it came to the design of the BILLY ETC. website, we wanted to create something that would feel like a journey—a dramatic unveiling that builds on the legacy of the brand. The experience begins with a nod to the Billy everyone knows: the neutral tones, the understated elegance. But then, as the viewer scrolls, there’s a moment of revelation. The palette transforms into this deep burgundy and vibrant red—a visual metaphor for the new, elevated Billy. We didn’t want to completely abandon the beige, though. It was important to retain that sense of familiarity, so we renewed it, keeping it as the foundation, grounding the design in Billy’s roots before introducing the bold new direction. The crescendo of the experience is when imagery of Billy’s high-profile clients slides across the logo, tying together the old and the new in a way that feels dramatic yet intrinsically connected to the original brand. It’s a design that doesn’t just show the new Billy but allows the audience to experience the transformation with every scroll.

Website Functionality

Functionality was key in bringing this vision to life. The website needed to have this aha moment. With Squarespace as the platform the brief was for, we pushed the limits through custom coding to create transitions and animations that felt as seamless as the brand’s evolution. From image sliders to interactive client showcases, everything was designed to keep the audience engaged and immersed in the BILLY ETC. world. Despite working within the confines of a pre-existing infrastructure, the custom code allowed us to maintain a chic, high-end feel that reflects the brand's luxury positioning. Every element was carefully considered, ensuring the website wasn’t just visually stunning but also intuitive and functional.

Logo

The logo redesign was a actually tough. We really had to preserve the essence of the original logo but elevate it to mirror the sophistication of the new brand identity. The solution came in refining the typography—keeping the boldness and recognition intact while introducing subtle modern elements. The new logo is cleaner, sharper, and more representative of the brand’s growth, but it still feels like ‘Billy.’ It’s a visual cue that says, "This is still me, but I’ve evolved." The dramatic contrast of the red logo against the website’s colour transition was the perfect final touch to solidify the brand’s presence, creating that memorable ‘wow’ moment as the logo comes into focus.

Colour Palette

The colour palette was one of the most exciting parts of this project. We wanted the transformation to feel dramatic yet organic. Starting with beige, which was always synonymous with Billy’s brand, allowed us to bring a sense of comfort and familiarity. But as the page scrolls, we slowly introduced the rich burgundy and deep red tones—a bold, confident evolution. This shift in colours wasn’t just about visual impact. It’s a reveal moment. It represents Billy’s growth, from his early days to the more refined, powerful presence he holds now. The palette was designed to be both grounding and energising, pulling visitors into the brand’s world and making sure they stay. Even though the beige remains as a subtle undertone, the new reds are what leave a lasting impression—just like Billy.

SEO

Behind the beauty of the site was a rigorous SEO strategy that laid the foundation for BILLY ETC.’s digital growth. We started with extensive keyword research, identifying phrases that aligned with Billy’s services but also with the industry’s latest search trends. The goal was to make sure BILLY ETC. stood out not just for its visual appeal but also for its discoverability. We strategically placed H1 and H2 headers with targeted keywords like “event marketing” and “content marketing,” ensuring that search engines recognized the site’s relevance. Each page was optimised for organic search, and we leveraged rich media, like embedded videos, to boost engagement and dwell time—factors that positively impact SEO rankings. The result? A website that looks stunning but also performs exceptionally well in search engines, driving organic traffic and ensuring BILLY ETC. gets the visibility it deserves.

Blog Writing

For the blog, we wanted to create something that felt more like an editorial feature you’d find in a luxury magazine, rather than just standard business articles. The posts had to be as aspirational as they were informative. Each article was crafted to tell a story, with a clear focus on brand narrative while seamlessly integrating our keyword strategy. We approached content writing with the same care as we did the design—ensuring every post captured the essence of BILLY ETC. while also serving the practical purpose of driving SEO. Topics ranged from high-profile client case studies to industry trends, all written in a tone that felt polished and sophisticated, yet approachable. To further enhance the editorial feel, we interspersed these articles with strategic video placements. Each video was overlaid with words like "event marketing" or "content marketing," doubling as headers that aligned with our SEO goals, ensuring we captured the attention of both the audience and the algorithms. It was a perfect marriage of form and function, creating a blog that serves as both a marketing tool and a piece of brand art.

If you are looking for a new website but you’re not sure where to begin, this is an old age tale. I’m here to tell you that you’re not alone. Reach out, and we can point you in the right direction. Link to consultation. We don’t do just websites either. Maybe you are a salon and you’re just stuck in the sea of salon software with no idea where to turn. At Your Salon Support, we are Timely partners. And if you want to try Timely we have a special trial code which you can get for yourself here. You can read more about timely here here and here.

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