CMHA North + West Vancouver

Takt, CMHA North, and West Vancouver team up to create a new website, which results in a 1,400% increase in new users and a 1,249% boost in organic search traffic.
Redefining Beauty Online
The beauty industry thrives on innovation, creativity, and a strong sense of community. As a central pillar of support for beauty professionals—from individual practitioners to large salon owners—the Professional Beauty Association (PBA) has long been a beacon of advocacy and growth within the industry. However, when the COVID-19 pandemic struck, the PBA faced an unprecedented challenge: transitioning from an event-driven revenue model to a digital-first approach. Their outdated website, plagued by inconsistent branding and technological limitations, could no longer support their evolving mission. It was time for a transformation.
In this case study, we explore the strategic development and execution of PBA’s new website—one designed to resonate with the beauty community’s vibrant ethos while delivering a seamless user and authoring experience. Our journey was about more than just creating a website; it was about crafting a digital home that would empower the PBA to continue leading and supporting the beauty industry in a rapidly changing world.
The beauty industry’s landscape shifted dramatically during the pandemic, forcing PBA to reimagine how they engaged with their community. Their existing website, hindered by outdated technology and inconsistent visual identity, struggled to communicate the value of PBA membership and services. The lack of clear navigation and accessibility further alienated users from the organization’s offerings, leaving both current and prospective members disconnected.
We set out to change that. Our goal was to transform PBA’s digital presence into a vibrant, accessible platform that clearly communicated the benefits of membership and facilitated meaningful community engagement.
A Digital-First Approach
To resonate with an audience deeply attuned to aesthetics, we prioritized a digital-first strategy that balanced visual appeal with functional design. The new site needed to be visually stunning, intuitive, and content-rich—offering value to beauty professionals at every stage of their career.
Refining the Visual Identity
PBA’s brand didn’t require a complete overhaul but rather a thoughtful refinement. We modernized their visual identity by subtly modifying the logo and expanding the color palette to add vibrancy. The logo’s shape was used as a recurring design motif throughout the site, providing a cohesive visual narrative that reinforced brand recognition.
Bold color blocking, strategic use of white space, and a carefully curated typeface hierarchy made the content pop, catering to an audience that values design and aesthetics. This visual refresh positioned PBA as both a timeless and forward-thinking leader in the beauty industry.
The new website needed to serve a diverse audience, from individual stylists and salon owners to students and industry veterans. We restructured the information architecture to streamline access to key resources like leadership training, advocacy work, and community initiatives. Compelling calls to action were strategically placed to guide users toward membership sign-up, clearly communicating the benefits of joining PBA.
A vibrant digital presence is only as strong as the team managing it. We developed a custom content management system that empowered the PBA team to update and manage content effortlessly. This backend overhaul ensured that the website remains dynamic and responsive to the ever-changing needs of the beauty community, supporting PBA’s marketing and outreach efforts with a flexible, scalable platform.
The redesigned PBA website has become a central hub for the beauty community—a place where members can connect, learn, and grow. By merging aesthetic excellence with user-friendly design, we provided PBA with a platform that not only attracts new members but also deepens engagement with existing ones.
Enhanced navigability and accessibility mean that PBA’s advocacy, education, and community support work are showcased more effectively, inviting more professionals to join and contribute to the association’s mission. The site’s cohesive visual identity and intuitive navigation have positioned PBA as a leader ready to support the beauty industry in an increasingly digital world.
Significant boost in website sessions, reflecting increased engagement and visibility across the beauty community.
Doubled active user base, showcasing improved user experience and stronger community engagement on the new platform.
Tenfold increase in key events, highlighting enhanced interactivity and deeper user engagement on the site.
Website views more than doubled, indicating higher content engagement and improved site navigation.
Dramatic surge in online revenue, demonstrating the effectiveness of the new digital strategy in driving financial growth.