The beauty of convenience

Redefining the salon for Hudson Yards

The Challenge

Blvd had reinvented an outdated beauty salon model by bringing the four best specialized beauty service brands together in one extraordinary store environment. As they looked to expand into Hudson Yards, they realized that the brand needed to catch up with the business and better reflect the consumer that they were looking to attract.

Our Role

The Approach

Hudson Yards is a $25b enclave filled with global super-brands. We elevated the Blvd brand to better mirror the consumer who would spend time there. We took cues from the luxury and beauty space whilst delivering a brand experience in the space that could feel accessible and joyful, all within the tight confines of the Hudson Yards approval processes.

The Outcome

A restrained typographic identity solution that unifies the business while allowing each of the four beauty brands under its umbrella to retain their own voice and personality. Blvd Hudson Yards opened in March 2019 and has been busy since day one.