Marketing Strategy & Rebrand

A Case Study of The Sanctuary at Zeta Salon & Day Spa

In the beauty and wellness industry, how a business shows up—both in-person and online—can be just as important as the services it provides. For Zeta Hair Salon & Day Spa, maintaining a polished, modern image that reflects their personalized, high-quality service has been a key part of their continued growth. This case study highlights our long-term partnership with Zeta, including a full rebrand and website reskin tied to their recent move to a new location and updated name to The Sanctuary at Zeta Salon & Spa.. We’ll walk through how a thoughtful marketing strategy and brand refresh helped them match their outward appearance to the client experience they’ve always been known for.

Customer Background

Customer Name: The Sanctuary at Zeta Salon & Spa formerly known as Zeta Hair Salon & Day Spa

Industry: Beauty and Wellness

Size of Business: Mid-sized salon and spa with a strong local presence in Sahuarita and Green Valley, AZ, serving 1,500–2,000 clients per month

The Business Challenge / Opportunity

When Lori and her business partners purchased Zeta, they stepped into a business with solid roots but outdated branding and limited marketing reach. Their goal was clear: to grow their client base, expand their services, and create a brand that felt as high-end and welcoming as the experience inside their salon. As they prepared to move into a new location, it was the perfect time for a brand refresh—one that could support their expansion, attract a broader audience (including younger clients), and better reflect their values of inclusivity, empowerment, and holistic wellness.

Our Process

We’ve worked with Zeta for over five years, but this most recent phase of our partnership focused on evolving their brand and digital presence to support their next stage of growth. Here’s how we approached it:

Branding and Graphic Design

Helped define and apply a new brand look across digital and print materials, including updated color palettes, textures, and fonts that reflect the salon’s style and values.

Designed updated business cards, service menus, and signage to align with the refreshed aesthetic.

Continued support with designing ads, anniversary party invitations, and promotional pieces to ensure cohesive branding across all touchpoints.

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Custom Website Redesign & Reskin

Completed a full reskin of their website to reflect their move and rebrand, incorporating their updated color palette (earthy tones with deep forest green and Viva Magenta accents) and a modern, clean layout.

Kept SEO top of mind throughout the design to ensure continued visibility in local search results.

Maintained essential features like online booking and gift card purchases, now integrated more seamlessly into the user experience.

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Local Marketing and Promotion

Refined their local marketing strategy to improve visibility, including SEO and Google profile optimization.

Helped determine, design, and order promotional materials for trade shows and local events to help attract new clients.

Supported ongoing print ad placements in regional newspapers and magazines.

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Social Media & Content Strategy

Provided strategy and structure for Zeta’s in-house team to manage social media, focusing on creating content that connects with both their established clientele and the younger audience they’re working to attract.

Recommended examples of engaging, on-trend beauty content to help them shape a more cohesive and modern social presence.

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Strategy & Growth Planning

Held quarterly strategy sessions with analytics data and recommendation to help align marketing efforts with business goals, from service expansion (like speed waxing, microblading, and body wraps) to staffing and client experience.

Assisted with planning customer touchpoints—like post-service review requests, digital appointment reminders, and service upgrade recommendations—to improve retention and satisfaction.

Results

The rebrand and expanded marketing strategy have had a meaningful impact across Zeta’s operations:

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Stronger Brand Alignment

The new look and feel now reflect the high-end, empowering, and inclusive experience clients receive at Zeta.

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Steady Business Growth

With the move and expanded services, the salon is positioned for a projected 30% growth—backed by consistent branding and smarter marketing.

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Improved Digital Engagement

Their updated website and SEO continue to support steady traffic, bookings, and client interest—especially among newer, younger audiences.

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Expanded Reach & Client Experience

From refreshed promotional materials to thoughtful client follow-ups, every part of the Zeta experience is more polished and aligned with their vision.

Customer Quote

“We absolutely love our new branding—it’s fresh, modern, and feels so true to who we are! It’s not just a new look—it complements the entire feel of our new space and the energy we want every client to experience when they walk in. We’ve gotten so many compliments from clients (old and new!) and I’m confident this rebrand is helping us reach more people than ever. It’s exciting to see everything finally reflect the heart of Zeta!”

— Lori DeBie, Co-Owner, The Sanctuary at Zeta’s Salon & Spa

Conclusion

The Sanctuary at Zeta Salon & Spa’s growth story is proof of what happens when a business invests in both customer experience and marketing expertise. By combining a thoughtful rebrand, a modern digital presence, and ongoing strategic support, they’ve built a foundation for sustainable, meaningful growth. As they continue to expand services and reach new clients, their marketing now reflects what they’ve always done best—making people feel like the best version of themselves.

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