Opensy case / Barbershop
Strengthen the brand. Structure opportunities. Open new avenues for growth.
A project focused on digital presence, brand positioning and marketing initiatives connected to DZ8 Barbearia's business goals.
- Client
- DZ8 Barbearia
- Industry
- Barbershop and professional training
- Category
- Branding, content and growth strategy
Context
The business and its landscape.
DZ8 Barbearia is a barbershop that also runs professional training through its DZ8 Barber Start program.
Communication and marketing had to account for both the barbershop's operation and the opportunities in training new professionals.
The challenge
Build more consistent communication, strengthen the digital presence and structure initiatives that connect the brand to its business goals.
- One brand speaking to two audiences: people looking for a haircut and people who want to learn the trade.
- A new front — DZ8 Barber Start — that had to be introduced, promoted and organized from launch.
- Marketing initiatives that needed to serve business goals, not just keep the profile active.
The diagnosis
The thinking behind the strategy.
The starting point was clear: two lines of business under a single brand, each asking for a different decision.
One brand, two decisions
Booking a haircut and investing in a course are very different decisions. Communication had to support both without mixing the messages.
The brand as the course's foundation
The barbershop's credibility is the natural starting point for Barber Start: strengthening DZ8's identity also strengthens the new front.
Content with a purpose
Every piece had to be tied to the company's services, offers and initiatives — each one with a role in the strategy.
The strategy
Four fronts, one direction.
Strengthen the DZ8 brand, structure sales opportunities for the barbershop and build communication for DZ8 Barber Start as a new avenue for growth.
Pillar: Positioning
Positioning
Organizing communication and strengthening the brand identity.
Pillar: Positioning
Content
Planning and producing materials aligned with the company's services, offers and initiatives.
Pillar: Acquisition
Acquisition
Structuring actions to promote the services and create sales interest.
Pillar: Acquisition
New opportunities
Communication and promotion for DZ8 Barber Start, including the course presentation, student selection and launch content.
How the fronts connect
The identity defined in positioning guides the content; the content feeds acquisition; and the same brand foundation supports a new front, Barber Start.
Why it made sense
In a business with more than one revenue stream, starting with the brand keeps each initiative from building a different image. From there, every front gets a clear role.
The execution
From strategy to delivery.
The strategy unfolded into communication deliverables for the barbershop and for the training program launch.
- Visual identity and brand materials
- Social media creatives
- Barbershop content
- DZ8 Barber Start materials
- Campaigns and promotional pieces
Before and after
Positioning in practice.
Communication stopped showing just the haircut and started showing the DZ8 experience: the space, the team and the service.
Focus on the haircut alone.
- Phone photos with inconsistent backgrounds and lighting.
- Emphasis on one-off designs and styles.
- No visual consistency across posts.
Focus on the DZ8 experience.
- Professional photography in the barbershop.
- The team and the service in the spotlight.
- Consistent lighting, framing and color.
Results
Views of videos published after the new positioning, as recorded on Instagram.
More reach with the new positioning.
Views per videoInstagram · DZ8 Barbearia
Figures recorded on DZ8 Barbearia's Instagram.
- Communication organized into four connected fronts: positioning, content, acquisition and new opportunities.
- DZ8 Barber Start presentation, student selection and launch content structured as part of the brand strategy.
Strategic summary
What this project shows.
When a company opens a new front, the temptation is to treat it as a separate project. Here, the decision was to build it on the brand that already existed.
The project shows how positioning, content and acquisition can serve different business goals — without the brand losing its unity.
Let's talk
Your company can also turn strategy into new opportunities.
Shall we build the next growth story?
If your company faces similar challenges or wants to structure a new stage of growth, we'd like to understand your context.