From Disjointed Website to a Luxury Experience

Black Pin Project

We transformed Black Pin Project’s online presence—elevating their brand, streamlining the customer journey, and driving a major increase in bridal hairstyle and makeup bookings.

"After launching the new website, I booked $10,000 worth of business in one day." - Kaitlyn Lumgair, Founder, Black Pin Project

Check out the Black Pin Project website here.

Challenge

The website wasn’t instilling confidence in potential clients.

Black Pin Project, a premium bridal hair and makeup studio, had a website that didn’t match the elegance or caliber of its services.

• The layout was inconsistent.

• The tone of the content didn’t speak to their ideal client.

• The site lacked a clear, intentional structure to guide visitors toward booking.

With messaging and visuals out of sync with the high-end brand experience Kaitlyn was offering offline, the website wasn’t converting.

Solution

Kait partnered with Hailey to refine the client digital experience.

Together, we refined the name, refreshed the messaging, and created a website aligned with the brand identity rooted in connection and luxury.

To articulate the value of Black Pin Project to potential clients and to reflect the brand, we completed:

• A refresh of the brand voice to speak directly to ideal clients

• A complete website redesign to reflect an elevated aesthetic while improving usability.

• A complete restructuring of the site architecture and page layouts to follow a clear customer journey—making it easy for prospective clients to explore services, understand the process, and confidently book.

• A strategic use of testimonials to build trust and showcase real client experiences and build Kait's credibility.

Result

The transformation was immediate. Kaitlyn's doubled her client inquiries and bookings.

With a refined brand presence and a user-friendly, conversion-focused website, the new digital experience finally felt like an accurate reflection of her business—elevated and intentional.

The site now functions not just as a portfolio, but as a powerful booking tool aligned with Black Pin Project's long-term vision.

"Hailey totally got my brand and my clients from the start—it honestly felt like she was in my head. The new website and branding have made a huge difference for my business; tons of new bookings have come through, everything feels more aligned, and I finally feel like my online presence reflects what I actually do. After we launched the new website, I got a huge flood of inquiries and booked $10,000 worth of clients in one day. Thank you so much Hailey!" - Kaitlyn Lumgair, Founder, Black Pin Project

• Client: Kaitlyn of Black Pin Project

• Business: Wedding Hairstylist and makeup artist

• Location: Edmonton, Alberta

• Category: Wedding Industry