Penny Williams Hair That Heals.
Prepared by Alex King Creative
meets empathy.
A brand built on trust, warmth, and transformation.
This guide defines the visual and verbal identity of Hair By Penny Williams. It exists so that every touchpoint - from your website to a business card to a social caption - communicates the same feeling: that Penny is the specialist women with hair loss can trust, and that a consultation with her is the beginning of something real.
Questions? Contact alex@kingy.link
Contents
- Color Palette
- Typography
- Wordmark & Logo Usage
- Voice & Tone
- Photography Direction
- Brand Application
Color Palette
Six colors. Each with a defined role. Never deviate.
What this palette is not: No pink. No black (#000). No navy. No purple. No grey. The brand made a deliberate departure from the previous hot-pink-on-black identity. Every new design element must come from this palette only.
Typography
Two typefaces. One role each. Never mixed.
like yourself again.
Use for all headlines, subheadings, pullquotes, tagline display, and section headings. Never bold - the brand uses weight 300-500 only. The elegance comes from restraint.
Use for all body copy, navigation, labels, and CTAs. Eyebrow labels and CTAs are always uppercase with wide letter-spacing (2-3px). Body copy is weight 400, line-height 1.7+.
Wordmark Usage
Text-only mark. No icon. No modification.
The wordmark is set in Cormorant SC (Small Caps). “Hair By” sits above in a smaller weight, “Penny Williams” is the primary name at full size, and “Hair That Heals” appears below a thin Warm Tan rule in wide spaced caps. This three-line structure must always be kept together.
Voice & Tone
Penny’s brand speaks the way Penny speaks - warm, direct, honest. The writing never minimizes what clients are experiencing, and never oversells the solution.
Positioning Statement
“For women experiencing thinning hair or hair loss - I specialize in natural, lasting solutions that restore more than just your hair.”
Always Sound Like
Never Sound Like
Phrase Examples — Right vs. Wrong
Photography Direction
Real clients. Natural light. Warm tones. Always authentic.
Photography Do’s
- Real clients - no stock photography for before/after
- Natural or warm artificial light - never harsh flash
- Warm color grading that complements the brand palette
- Both before and after in the same session where possible
- Show Penny’s hands working - process shots build trust
- Clean, neutral backgrounds (cream walls, grey, white)
- Portrait-orientation for most client shots (4:5 or 3:4)
- Show faces when clients are comfortable - it’s more powerful
Photography Don’ts
- No stock photos of models for client transformation content
- No heavy filters that shift away from warm tones
- No cold, blue-toned lighting
- No cluttered salon backgrounds that distract from the hair
- No watermarks or text overlays on hero images
- No photos with old brand colors (hot pink, black) visible
- No extreme close-ups that make hair loss look clinical
- No before photos that feel exploitative or humiliating
Brand Application
How the brand looks in practice.
These examples show how the brand identity system applies across real touchpoints - hero sections, service cards, testimonials, and CTAs. Every element follows the rules above.
You deserve to feel like yourself again.
Non-Surgical Hair Replacement
Custom-fit, lightweight systems that cover thinning areas while blending seamlessly with your natural hair. Clip-attached, breathable, and fully styleable.
Penny is not only a fabulous stylist, she is an artist. Everyone in my NYC salon was amazed, saying they had never seen work as good as hers.
- Lori Marso, Client
Your consultation starts with a conversation.
No pressure. No commitment. Just a chance to talk about what you’re experiencing and what’s possible for you.
Request a Free Consultation(518) 952-0884 · pennywilliamshair@gmail.com
pennywilliamshair.com · @hairbypennywilliams