Nobody could find them
Two blocks from a busy avenue, but invisible on the map. Chains with worse reviews took the “near me” searches.
03 / Concept project · Nail studio · Park Slope, Brooklyn
Sunday Studio
A nail studio brand designed to be found on Google and remembered after the first set.
WebsiteOnline bookingLocal SEO & GoogleReview growthReportingFoundation plan
northstardept.com/work/sunday-studio/site
The brief
Meet Sunday.
Sunday Studio is a fictional nail studio we designed to show what Northstar builds. The numbers below are realistic assumptions for a business like it, not real client data.
- Business
- Nail studio, 4 stations
- Location
- Park Slope, Brooklyn
- Average visit
- $62
- Visits per client
- ~20 a year
- Google ranking
- Page two for “gel nails Park Slope”
- Plan
- Foundation
What was in the way.
Forgettable from the outside
A generic name, a stock logo and no personality. Nothing that made someone remember them after one visit.
Booking by DM
Appointments happened in Instagram messages at midnight, which meant slow replies, double bookings and no reminders.
What we'd build.
One connected system, from getting found to getting booked. The local seo & google does the heavy lifting here.
Website
A warm, memorable brand and site: a sunny retro identity, a menu with real prices, a nail-art gallery and one-tap booking.
Online booking
Online booking with text reminders the day before, so there are no more midnight DMs.
Spotlight
Local SEO & Google
A fully built Google Business Profile: the right categories, every service with prices, weekly photos, posts and Q&A.
Review growth
A review request by text after every set. Replies to every review, within a day.
Reporting
Monthly map rankings for the searches that matter, plus calls, direction requests and bookings.
Spotlight: Local SEO
Top of the map for “gel nails Park Slope”.
Nail clients choose from the map. We built Sunday’s Google Business Profile, service pages and review engine so the studio shows up — and stands out — when someone nearby searches.
gel nails park slope
- #1
Sunday Studio
4.9 (318) · Nail salon · 7th Avenue
Open · Closes 8 PM
Book onlineDirectionsCall“Found them on Google Maps, booked from my phone in a minute, and my gel lasted almost four weeks.” Competitor nail bar
4.2 (96) · Nail salon · 0.4 mi
Open · Closes 7 PM
Chain nail spa
4.0 (141) · Nail salon · 0.8 mi
Closes soon · 6 PM
What we set up on Google
- Primary category: Nail salon, plus Nail art, Pedicure and Waxing
- Every service listed with prices and durations
- Booking button connected to online booking
- New photos every week, sets tagged by style
- Weekly posts: new art, openings, seasonal colors
- A reply to every review within a day
- Q&A answered: walk-ins, parking, removals
Review request · 2 hours after a set
Thanks for coming in today, Tess! Loving the peach? A quick Google review helps other neighbors find us ✺ [link]
Brand & design system
A brand worth remembering.
Every Northstar build starts with an identity that fits the business and its clients, then a design system so every page, post and text message feels like the same place.
Peach
#F5D5BB · Background
Terracotta
#C9643F · Buttons, sun
Butter
#F7E08A · Highlights
Brick
#823F33 · Type
Aa
Caprasimo
Display · headlines and names
Aa
DM Sans
Body · menus, booking, details
Made for phones first
Most clients will book from their phone.
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Projected impact
Concept projectionWhat it could mean.
A regular client is worth
$1,240
a year · $62 × 20 visits
3 new regulars a month, because showing up in the Google map pack brings new first visits every week
$44,640
a year from 36 new regulars after twelve months
Northstar Foundation plan
$199/mo
after a $3,000 launch fee
- · Average visit of $62, a set every 2–3 weeks
- · Three new first-time clients a month become regulars
- · Ranking in the top three map results for core searches
An illustrative projection for a fictional business, using the same math as our growth questionnaire. It isn't a result from a real client, and your numbers will differ.
Picture this for your business.
Answer a few quick questions and we'll show you where the biggest opportunity is, and what we'd build first.
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Read itConcept imagery: Deon Black, Alina Bordunova, Anna Kumpan, Giorgio Trovato, Stefan Lehner, Caroline Badran, Budka Damdinsuren, Chelson Tamares via Unsplash.