Independent digital creative Wollongong, AU
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A complete digital experience, built from the ground up.
I led the design and development of BlondeDenm’s website from initial concept to launch, shaping the UX, visual design and technical implementation. Beyond establishing the salon’s online identity, the site brings bookings, an e-book, events and one-to-one mentoring together in one connected experience.
The salon
From the BlondeDenm website
BlondeDenm offers more than appointments, so the website had to do more than describe a salon.
Alongside colour, cuts and styling, the business runs one-to-one mentoring for stylists, has an e-book, and hosts events for clients and the wider industry. I designed and built the site as one connected experience, with one visual language and one navigation, and brought in external services only where they do the job best.
| Responsibility | Home | Services | Mentoring | E-book | Events | Booking |
|---|---|---|---|---|---|---|
| Concept & creative direction | ||||||
| Structure & customer journeys | ||||||
| UX & UI design | ||||||
| Front-end development | ||||||
| External services | ||||||
| Ongoing development | ||||||
The website’s colours come from the salon itself.
#fdf9f5Page & card backgrounds#f0e8deServices band#e2d5c5Outlines & dividers#b09880Navigation & secondary text#8a7260Italic accents & body copy#51433aHeadings, text, “Our promise” band#dcb188Book now, buttons, labels#e4c09eButton hover#1a1410Marquee, button textThe salon already had a distinctive atmosphere: plaster arches, soft neutrals and warm light. Rather than impose a new visual language, I sampled the website’s palette directly from a photograph of the reception: nine colours, each given a specific job in the interface.
The type follows the same idea: a soft, high-contrast serif for headings, with italic accents in “bark”, paired with a light, geometric sans for everything else.
More than just a salon
Expert colour, cuts, extensions and styling, tailored to you.
Three journeys, one consistent experience.
Every page shares the same navigation and a persistent “Book now”, so the main action is never more than a tap away. Beyond that, each offering has its own page and its own route through the site.
01 · Book an appointment
Services → Book now → Kitomba
Services are presented with the salon’s own work, and every page ends at the same place: a “Book now” that opens Kitomba, the booking system the team already uses, so clients see real availability and the salon keeps one calendar.
02 · Enquire about mentoring
Mentoring → The day → Enquiry
A page written for stylists rather than clients: what a day of one-to-one mentoring involves, then a short enquiry form. Enquiries are handled by Netlify Forms, so they arrive by email with no separate backend to maintain.
03 · Read and attend
E-book · Events
Dedicated pages for The Blonde Edit, the salon’s guide to caring for blonde hair, and for salon and industry events, designed in the same language as the rest of the site. Online purchasing for the e-book and event ticketing are still to be connected.
Live since 2025, and still evolving.
The site launched in 2025 and I continue to look after it, adding pages as the business adds offerings, refining layouts and copy, and handling hosting, the domain and related administration.
