The Avenue Website

Brief

The Avenue is a modern barbershop and salon housed in two beautifully restored buildings in Southern Illinois. With a strong visual brand already in place, they needed a website that matched their elevated aesthetic and high standard of service. I was brought on to design and develop a site that positioned them not just as a service provider, but as a lifestyle brand—while making booking simple and seamless for clients.

Process

The project kicked off shortly after The Avenue completed a full brand overhaul with the team at James Arthur Design Co. With a solid brand foundation in place, I focused on extending that visual language into a web experience that felt like a digital reflection of their physical space. I leaned into clean white space, subtle gold accents, and leafy textures to mirror the calm, curated feel of their interiors. Imagery played a central role. I creative-directed two photoshoots—one at each location—with photographer Savannah Kathleen, capturing stylists and barbers in action alongside relaxed, candid moments of clients socializing. I also filmed supplemental video content that’s woven throughout the site to bring movement and atmosphere to the user experience. The site was built in WordPress to give the client full control over ongoing updates and changes. It’s clean, responsive, and optimized to make scheduling as smooth as the service itself.

Solution

The finished website communicates that The Avenue offers more than just a haircut—it’s a spa-like experience and a place to feel at home. Since launch, the site has reinforced The Avenue’s status as the gold standard in the region’s grooming scene, and appointments remain fully booked. The blend of visual storytelling and usability has created a digital space that’s as polished and welcoming as the brand itself.