Color director
Noor Haddad
Fourteen years painting lived-in blondes. Trained in London and Paris.
01 / Concept project · Hair salon · Williamsburg, Brooklyn
Velour Salon
An editorial-grade website and a receptionist that never misses a booking, for a color-led hair studio.
WebsiteOnline bookingLocal SEO & GoogleReview growthAI receptionistReportingReception plan
northstardept.com/work/velour-salon/site
The brief
Meet Velour.
Velour Salon is a fictional hair salon we designed to show what Northstar builds. The numbers below are realistic assumptions for a business like it, not real client data.
- Business
- Color-led hair studio, 3 chairs
- Location
- Williamsburg, Brooklyn
- Average visit
- $185
- Visits per client
- ~8 a year
- Calls missed
- 6–10 a week
- Plan
- Reception
What was in the way.
Great work, invisible online
An Instagram full of beautiful color, but a site that looks like a template and says nothing about what makes them different.
The phone rings mid-service
With foils in, nobody can answer. New-client calls go to voicemail and quietly book somewhere else.
Color needs a conversation
Balayage isn’t a click-to-book service. Clients need a consultation first, and that step was getting lost.
What we'd build.
One connected system, from getting found to getting booked. The ai receptionist does the heavy lifting here.
Website
An editorial site that sells the experience: big portraits, a clear menu with honest starting prices, and the team up front.
Online booking
Online booking that routes every color service through a free consultation first.
Local SEO & Google
Google Business Profile rebuilt around “balayage Williamsburg” and “colorist Brooklyn”, with services and weekly photos.
Review growth
Automatic review requests the day after each appointment.
Spotlight
AI receptionist
An AI receptionist that answers every call, knows the menu and the consultation rule, and books straight into the calendar.
Reporting
One monthly report: calls answered, bookings made, where new clients found Velour.
Spotlight: Reception
Every call answered, even mid-balayage.
Stylists can’t pick up with foils in their hands. Northstar’s AI receptionist answers every call, quotes services from Velour’s real menu, and books consultations straight into the calendar, day or night.
Incoming call · Tue 7:42 pmStylists busy
Hi! Do you do balayage? How much is it?
We do. Lived-in balayage starts at $320, including a gloss and style. New color clients start with a free 20-minute consultation. Would you like to book one?
Yes please, Saturday if you can.
Noor, our color director, has 11:30 or 2:00 this Saturday. Which works better?
11:30.
You're booked with Noor on Saturday at 11:30. I'm texting you a confirmation now.
Text sent: “You’re booked at Velour Salon: color consultation with Noor, Sat 11:30am. Reply C to change.”
8
new-client calls a week that used to hit voicemail
≈2.8
extra bookings a week once every call is answered
$26,936
a year in first visits alone, before any repeat visits
Concept projection using Velour’s assumptions below.
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.
Espresso
#2B1D17 · Type, buttons
Cream
#F4EDE3 · Background
Brass
#B8905A · Accent, details
Sand
#D9C7B3 · Surfaces
Aa
Bodoni Moda
Display · headlines and names
Aa
Hanken Grotesk
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
$1,480
a year · $185 × 8 visits
2 new regulars a month, because calls that used to hit voicemail now become consultations
$35,520
a year from 24 new regulars after twelve months
Northstar Reception plan
$499/mo
after a $3,000 launch fee
- · Average visit of $185, about 8 visits a year
- · About 8 new-client calls missed a week
- · Roughly 1 in 3 answered calls becomes a booking
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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