Content Creation & Logo Redesign for Textured Queens Hair Academy
Duration: 2 weeks
Tools
Team
Focus Areas
Lilly Foord: Growth Strategy Consultant
Content Strategy
Role
UX & Growth Strategy Consultant
Logo Design
Content Creation
Rebranding
Storytelling
A/B Testing
SEMRush
·
Affinity Design
·
Canva
·
Figma
Designing a Scalable Content & Experience System to Improve First-Time User Clarity
OVERVIEW
What I Did:
Led a 2-week UX and growth strategy sprint for a textured-hair education academy.
Translated research insights into 2 sleek content creation templates for TikTok and Instagram.
BACKGROUND
Who is Textured Hair Queens Academy?
Textured Queens Hair Academy is a specialized cosmetology school that teaches prospective students braiding, textured hair training, wig making, and texture etiquette.
Their goal is to equip their students with the skill set to care for and style textured hair
Impact & Outcomes
IMPACT
1
Established a scalable content and experience system
2
Improved clarity, credibility, and brand recognition with visually compelling content creation
3
Enabled future design and development work
20+ Followers
Within 2 months of launching new Instagram templates
Despite having a strong visual identity and strong educational programs, THQA struggled with:
PROBLEM STATEMENT
Low user comprehension across the website and social platforms
Poor discoverability through social
Weak trust signals for first-time visitors
New users could not quickly understand the academy’s value, offerings, or next steps, limiting top-of-funnel growth and enrollment potential.
Objective: understand why users struggled with struggled with clarity, trust, and next steps across THQA’s website and social platforms.
RESEARCH & DISCOVERY
Methods
Rather than treating findings as isolated issues, insights were synthesized into system-level patterns that informed strategic decisions around information architecture, visual standards, and publishing cadence.
Synthesis Approach
Qualitative Heuristic Evaluation
Hootsuite Diagnostics
Competitive Benchmarking
Insights
Below is the synthesized insights gathered after our analysis of Textured Hair Queens Academy social media and website. Click the slides below to view all the insights.
INSIGHTS GAINED
Click to change slides!
Three Potential Directions
STRATEGIC DIRECTION
Homepage redesign
Instagram growth strategy
New website page highlighting brand partnerships
CLIENT SELECTION: Instagram strategy was selected due to its immediate impact on awareness, engagement, and student acquisition.
Time for the Deliverables!
Visual & Interaction Design
Alongside the creation of the content calendar, I utilized THQA’s already established company design system to create sleek, clean, and professional stills that capture the company’s brand identity and tone
1
POST DESIGN CONCEPT for
Education Pillar
Instagram Post
Instagram Reel
Send Message
9:41
9:41
Instagram Post
Instagram Reel
2
POST DESIGN CONCEPT for
Brand Story
9:41
Send Message
9:41
Logo Redesign
Original Logo Design
New Logo Design
The goal to refresh the logo was not to redesign the brand’s core identity but rather to:
Preserve the integrity and recognizability of the client’s existing logo
Ensure consistency in appearance and quality of the logo across thumbnails, templates, and other marketing materials
It completes the form to avoid unintended negative space or awkward truncation
Strengthen brand professionalism through clean, cohesive presentationemy
TESTING & VALIDATION
A/B Testing
To validate my design choices, we crafted a design test survey. The survey asked participants to view my design and the reel designs on TQHA’s Instagram and determine which they preferred.
REFLECTIONS
Skills I Strengthened & Learned
I applied intersectional thinking to deeply understand the diverse and multifaceted identities of the users targeted by Textured Hair Queens Academy. This informed the creation of social media templates that were inclusive, educational, and carefully tailored to resonate with the client’s audience.
Intersectional Design
Leveraging my initial lack of cosmetology knowledge as an opportunity, I conducted thorough research that transformed the learning curve into a strength, enabling me to deliver educated and impactful design solutions grounded in a clear understanding of the domain.
Domain Adaptability
Most importantly, I learned that genuine expertise in hairstyling requires the skills and ability to work with all hair types. This project also reinforced how essential education is as a form of accessibility, as a more informed audience cultivates inclusivity through knowledge acquisition.
Inclusive Ethos
Adopting a start-up mindset, I navigated fluidly between UI/UX design, marketing strategy, and growth consulting to maintain brand consistency and cohesion across all touchpoints.
Multi-Disciplinary Approach
