The Cure
From personal brand to a brand built to grow.
· Brand Strategy
· Brand Identity
· Creative Direction
· Messaging + Positioning
· Environmental Branding
· Launch Strategy
· website development
Laura had spent years building a reputation around her own work as a nail artist, including experience with high-profile clients in Los Angeles. But as she prepared to open her own space in Cincinnati, the brand needed to become bigger than one person. She wasn't simply opening another nail salon. She wanted to create an elevated, wellness-focused experience centered around nail health, thoughtful care and a completely different feeling from the traditional salon model.
The challenge was creating something that felt established from day one while leaving plenty of room for where she wanted to take it next: additional locations, a growing team and eventually a business model that could be replicated beyond the original studio.
brand expansion
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BRAND STRATEGY
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VISUAL IDENTITY
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BEAUTY + RITUAL + REMEDY
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salon EXPERIENCE
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BUILT TO GROW
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social direction + templates
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brand expansion 🌿 BRAND STRATEGY 🌿 VISUAL IDENTITY 🌿 BEAUTY + RITUAL + REMEDY 🌿 salon EXPERIENCE 🌿 BUILT TO GROW 🌿 social direction + templates 🌿
So… what did trillium + The cure actually work on?
Building The Cure
We started by repositioning the business from Laura Did My Nails into The Cure, creating a brand that could carry Laura's expertise without requiring her to remain the entire identity of the business.
The strategy positioned The Cure not as a traditional nail salon, but as a restorative nail lounge where beauty, wellness and expertise live together. From there, we developed the brand essence, promise, positioning, personality and three core pillars: Beauty, Ritual and Remedy.
That foundation informed everything that followed, from the visual identity and messaging to the physical space and the way a future team could deliver the experience.
A Brand That Could Actually Become a Place
The brand wasn't designed to live inside a PDF.
We considered how The Cure would actually show up in the real world: storefront signage, windows, business cards, service materials, social assets and the physical client experience. The goal was to make walking into The Cure feel like stepping into the brand we'd created, not simply walking into a salon that happened to have a nice logo.
The resulting system was designed to feel elevated without being pretentious, modern without chasing trends, and wellness-inspired without falling into predictable spa branding.
A Brand Built to Scale
The Cure wasn't created just for opening day.
We built the identity around Laura's larger vision: a recognizable experience that could eventually extend beyond one practitioner and one location. That meant thinking about how the brand could support future employees, additional services, multiple locations and a consistent client experience without needing to reinvent itself every time the business grew.
The result is a brand with somewhere to go.
The biggest result
wasn't just a new
name or a new logo.
It was confidence in what The Cure could become.
The Result
Laura came into the project with a much bigger vision than a single nail studio. She wanted a brand that could support a team, additional locations and potentially an entirely scalable business, but she needed to see how all of those ideas could actually fit together. The new identity gave that vision a foundation.
By the end of the project, The Cure had a clear point of view, a visual identity, positioning, messaging and an experience Laura could build around. Instead of making decisions based on “Does this look good?” she had a brand she could use to ask “Does this feel like The Cure?” The strategy defined The Cure as elevated, intentional, restorative, modern, warm and natural, giving her an actual framework for those decisions.
And maybe most importantly, Laura could finally see the business she had been imagining.
Laura didn't just leave with a new brand. She left able to see what she was building.