Cuts By Luke — Digital Strategy & Webflow Build
Hosting & Email Setup
UX Designer
UI Designer
Webflow Build
DELIVERABLES
Luke is a mobile hairdresser based in Croydon, London — a master stylist who moved from a thriving business in Bondi Beach to London to care for a family member. Despite being top class, Luke had struggled to find new clients in London. I provided a complete digital launch package: strategy, booking platform setup, Webflow site, marketing specials, printed materials, and branded short links — in around a week's work.
Strategy
As I'm doing the client consultations and research, I add all the info I find to slides in the figma file. It allows me to communicate easily with the client what's been done and provide lists of tasks (Homework), so that we can collaborate effectively. It also makes a record so that I, or anyone taking over the project, can quickly get up to speed later.
Clickable Prototype
Enlarge to view, click around the main nav and scroll down to see the design.
Process
Since Luke is an old friend, and work was also slow for me, I decided to help Luke out. In around a week's worth of work I provided:
- An initial consultation to collect information and design the business around Luke's current responsibilities and budget constraints
- Research on a payment platform suitable for hairdressers — Fresha.com, which I also set up with services, prices and durations so that the calendar could be managed properly including travel times
- A Marketing Strategy to target Luke's ideal clients and create special deals — co-working professionals, stay-at-home parents, and those wanting to get 'Glammed up' for a special event
- Specials designed around word-of-mouth: encouraging all 3 groups to bring a friend, to grow Luke's client base as quickly as possible
- Business name research (Luke chose 'CutsByLuke.co.uk'), domain registration, domain repointing, and branded email setup
- Social media advice
- Preparation of printed materials for co-working venue partnerships
- A subtle animation for the homepage header using Immersity AI
- Short links using short.io — e.g. go.cutsbyluke.co.uk/signup
Challenges
1. The client had quite low-resolution images which I had to try and upscale in Photoshop and other AI tools.
2. Since all these tasks took quite a while, I wasn't left with much time to play around with branding, typography and colour in Figma.
3. I would have liked more time to find better AI tools for image upscaling and video generation, or to create a header using Adobe After Effects.
V0.dev
Before convincing Luke to do the project, I used V0.dev with a prompt including everything I know about Luke and came up with this initial concept. Note that after using V0, there's still a LOT of work to do — for example, some of this copy is wrong, since Luke only does cuts not colour, and I added the 'Specials' based around the strategy of attracting new clients via word of mouth and referral discounts.
Homepage, Pricing & Specials Page Designs
I created all the text and colour styles as global styles so that I can quickly change any style and have it update immediately throughout the whole file.
Design v1
Design v2
Styleguide
Because I always use global font and colour styles, I could create this styleguide in just a few seconds using the 'Automatic Style Guides' Figma plugin — but this only works properly if you're working cleanly with your global styles.
Luke's Testimonial
"I'm loving everything you're doing. I said to my mum yesterday that I've learned so much in these last few weeks just chatting to you, listening, and seeing how you operate.
I'm really, really grateful you came back into my life at this stage — just when I thought everything was crumbling around me. You've given me a light at the end of the tunnel. I really appreciate everything you've done.
I just hope that one day I can be of some assistance in return. Not that you expect anything in return, but I think it's human nature to want to give back. So yeah, thank you for everything you've been doing for me. I really appreciate it." — Luke Jennings, July 2025, Croydon, UK.