Fern & Foil: A hair salon website, built from one brief.

Asked for
Open with the work: a few photographs of finished hair, then one line on what the salon is and where. Put the starting prices for a cut and for color on this page because that is the first question. Introduce the four stylists in a row with one line each and link to their page. The hours, the walk-in rule for cuts, and one route to requesting an appointment. Keep the plants and the window in at least one photograph.

Asked for
The four stylists, each with a photograph at their chair, first name only, what they are best at, how long they have been cutting, and two or three lines in their own voice about how they work with a new client. Say which stylist to ask for by specialty. No awards, no certifications, no named academies or product companies.

Asked for
A gallery page that is all photographs of finished hair, grouped by cuts, color and curls, with a one-line caption on each saying what was done. This page carries more photographs than every other page of the site combined and must never be short of them. One line at the top inviting people to bring a photograph from this page to their appointment.

Asked for
The appointment request form: name, phone or email, the service wanted, a preferred stylist if any, preferred days and times, and a note field, with a line that a photograph of the hair now and the hair wanted helps for color. Say they confirm by text or email the same working day. The address as text with a line on street parking, the phone number, and the hours. No map embed.