“How do we connect a barber shop to wellness?” This was the first question Lyssandra, co-founder of CHAIRS, asked. After some deliberation, we noticed one thing that stays consistent, regardless of whether someone comes in for a haircut, a facial, or a wellness consult: it all starts in a chair. The new communications strategy centered on this concept, showing how the service and interior can make or break a customer connection in a barbershop. Burnt orange was designated as the hero color, and a communications strategy was developed around the new structure. A social media strategy was also created to gain organic traction online, along with in-store touchpoints for customer retention and physical location campaigns to highlight their individuality. The strategy is set to start at the beginning of August 2026.