FransFoils is Francesca Maggisano, a licensed hairstylist working from a private studio in Toronto. Her clients found her on Instagram, then booked through software that looked nothing like her. We gave her a logo, a brand kit for her Reels, a website in her own words, and her own booking system with deposits, replacing her $40 a month Acuity subscription.
fransfoils.com, recorded top to bottom.
Francesca works on her own from a private home studio, by appointment only, on Mondays and Tuesdays. She does colour, highlights, glosses, haircuts, blowouts and extension move-ups: nine services, from $55 to $250.
Almost every new client finds her on Instagram, where her bio ends with “Book below”.
Everything lived on Instagram. There was no logo, no colours and no website, nothing that said FransFoils anywhere but her handle.
The “Book below” link went to an Acuity page at about $40 a month: Acuity's look, not hers, with no branding of her own and no say in how the page was laid out, just a plain list of services and “Powered by Acuity Scheduling” at the bottom. Its settings didn't match how she works either: the same 15-minute gap after every service, and appointment lengths shorter than she really takes.
One tap from her bio, and nothing after it looked like her.
Before: her Acuity page. No branding of her own, a fixed layout, about $40 a month.
Nothing of her own on her profile picture, a browser tab, a Reel or a payment page.
Tapping “Book below” landed on a form with no sense of her or her work.
About $40 a month for a page she couldn't brand or lay out, with rules that didn't match how she works.
Long salon-menu descriptions, cut off mid-sentence behind “Show all”.
Almost every visit comes from her Instagram bio, so it all had to work on a phone.
The mark is a single ringlet, one curl of hair, dark at the root and light at the ends like the balayage she does every day, drawn as a solid, tonal shape and set beside “FransFoils” in Cormorant Garamond.
A separate cut, wider and bolder, keeps it clear at the size of a browser tab. The ringlet carries the brand from her profile picture to her website, her emails and the payment page.
Her brand, her call. Francesca saw four rounds of logos and three rounds of website designs, and chose every part herself: the ringlet, the Mocha colours, the two logo animations and the swaying strands behind her homepage. We built exactly what she picked.
Two logo animations she picked, Twirl and Foil shine, a 9:16 intro and outro for her Reels, and logo files in cream, chocolate and see-through. Everything is exported for how she works, editing in CapCut and Instagram on her phone, with green-screen copies for apps that can't read see-through video.
#FBF8F2#F3EEE6#B49A84#8A6F5C#B88E6A#2A211DTwirl: the ringlet twirls into place.
Foil shine: light passes across it, like on foil.
The kit, on one page with a one-click download.
A Reel intro: the card lifts off to reveal her video.
Her own photos over a faint lock of balayage strands that sways slowly, the background she chose. Every line is written in her first-person voice, in plain words.
A card for each service with its length, its price and its own Book button, filtered by Styling, Colour and Extensions.
A dark band and a sideways gallery of her photos that moves as you scroll, with About, what to expect at her studio and the answers to the questions she's asked most.
Every section fits in about a screen on a phone, with swipe rows for the menu and her work, and tap-to-open answers. Checked on small and large iPhones and iPads.
Her own booking and deposit system, built into fransfoils.com in place of Acuity. Clients pick a service, a day and a time, and pay a deposit without leaving her site. The appointment lands in her Google Calendar and both inboxes, a reminder goes out the day before, and every email has a private link to move or cancel.
The first version had too much on each screen. After Francesca's review, every step became one screen with one heading, bolder type and a fixed button along the bottom.
A booking, start to finish (a demo calendar, no real appointment).
Mondays and Tuesdays, 9 to 5, up to 45 days ahead, with at least 24 hours' notice.
Each service blocks its true length plus her cleanup gap: 15 minutes after styling and colour, 30 after highlights and extensions.
$20 for styling, $40 for colour, $60 for highlights and extensions, taken off the price on the day.
Anything she adds to her Google Calendar blocks that time, so friends and family book by her adding an event.
With 24 hours' notice, the link in the email refunds or moves the deposit automatically.
Her studio address is never published or sent automatically. She sends it to each client herself.
Acuity cost her about $40 a month, $480 a year, for a booking page that didn't look like her. Her new system is hers: on her own site, in her own colours, built around her rules, and Halden hosts it for free.
Acuity replaced on her site, saving $40 a month, with hosting free from Halden.
Every booking held by a deposit, kept on a no-show and refunded automatically with notice.
The same look from her bio to her website, her inbox and the payment page.
Photos are Francesca's own, shown with her permission.
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We work on a limited number of projects at a time, staying closely involved from the first review through the relaunch.