As Creative Director for Boulevard, an appointment-based app for booking beauty and hair services, I led the creative efforts for B2B campaigns targeting owners of salons and medspas. The goal was to position Boulevard as the go-to solution for streamlining client bookings, managing appointments, and enhancing business efficiency. Our creative focus was on demonstrating how Boulevard’s platform could help salon and medspa owners grow their businesses and improve client experiences through intuitive digital tools.

Key Responsibilities:
I developed the creative strategy and visual direction for all campaign assets, ensuring they effectively communicated Boulevard’s value proposition to salon and medspa owners. Working with a team of designers, copywriters, and strategists, I oversaw the creation of static and video ads optimized for digital platforms like LinkedIn, Facebook, and industry-specific websites. Additionally, I collaborated closely with Boulevard’s marketing team to tailor the messaging and creatives based on audience data, ensuring maximum engagement and lead generation.

Challenges:
A key challenge was creating content that resonated with salon and medspa owners, a diverse audience with varying business needs. The creative had to balance being informative and persuasive while also highlighting the technical ease and business benefits of using Boulevard’s platform. Additionally, we had to ensure the ads stood out in a highly competitive market for business management tools.

Outcome:
The campaigns successfully increased awareness of Boulevard’s platform among salon and medspa owners, driving a notable uptick in demo requests and sign-ups. The targeted creative approach led to high engagement across LinkedIn and Facebook, positioning Boulevard as a top choice for appointment booking and client management in the beauty and wellness industry.

Takeaway:
This project reinforced my ability to create B2B-focused campaigns that connect with specific industry professionals. It highlighted the importance of balancing technical details with clear, benefit-driven messaging to showcase how a product can solve real business challenges and drive results for clients.