Wakefields x Elle Ferguson
A record sleeve, and a shop behind it.
The brief.
Walk into Wakefields and the first thing that hits you isn't the fit-out. It's the sound. Dane Wakefield's salon runs on music: playlists built and maintained in-house, volume up, a vibe that's as much a part of the service as the cut. The site didn't have any of that. It looked good. It just didn't feel like the room.
Dane came to us on a Monday wanting a marketing strategy. We wrote it the same day. He confirmed the next morning.
From there the whole site became a broadcast. On air / off air pulls live from the salon's opening hours, so when Wakefields is closed, the site says so. A persistent booking widget sits in the corner, carrying the salon's actual Spotify playlist, the one their manager builds, so you can hear the room before you've walked into it.
Dane brought in one of his own clients, Elle Ferguson, as the face of it. We put her on a walking track with the record turning around her: the treadmill image that started the whole thing, made literal. Directed and shot by Aidan McCowan over two days in February. We handled post, cut it for landscape, then cut it again for vertical with the mobile edit deliberately tightened.
Behind it all: a Shopify store — Wakefields had no retail online before this, and it does now. The HairClubs loyalty programme, tiered and live at launch. A welcome email series, approved end of March. And the campaign broken out across EDM and social.
The film. the campaign film
Elle Ferguson on a walking track, the record turning around her — directed and shot by Aidan McCowan across two days in February. Cut for landscape, cut again for vertical.
The record. the device
A record, spinning. Not a graphic laid over footage, but a built object. We separated the vinyl from its own reflections so the disc could turn while the highlights stayed exactly where they were, and baked the Wakefields logo into the bottom layer rather than sticking it on top. It reads as a real record catching real light, because in every way that matters it is one.
Then we made it the call to action. Tap to book runs around the label as it turns. The record isn't decoration sitting next to the booking button. The record is the booking button.
The covers. 3 covers
Magazine covers as a recurring device across the campaign and the store — Vol 01, Issue 01, barcode and all.
The store. wakefields.salon
Shopify, with the product range, a tiered loyalty programme and a Manychat menu behind it.
The welcome series. 5 emails · full length
Five emails to open the relationship — you're in, the team, your first visit, the man behind it, and how to keep it looking expensive. Open any one to read it top to bottom.
