dialy - branding

My client, developing an innovative platform for booking beauty and health treatments, tasked me with creating a complete brand identity. This included crafting a meaningful brand name, designing an appealing logo, and selecting typography that aligned with the brand’s vision. I conducted industry research to ensure the design stood out in a competitive market while meeting user expectations.

Let's have a look on main target groups:

Individual Clients

Salon Staff

Psychological Insights

Strategic Insights

Including men broadens market reach, addressing the growing male grooming segment. Younger users and premium clients value modernity, luxury, and seamless app experiences, making this platform attractive across demographics.

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Name development:


Dia (from Spanish) - day - It’s during the day that I go to the salon, when the sun is shining, it’s bright and cheerful, and a whole day of new possibilities lies ahead of me.

Daily (from English) - every day - Every day, I have access to the system. I can see each day available for booking an appointment.

Diary (from English) - diary, journal, notebook - Here, I browse dates, available slots, and note down information—it’s my diary of beauty and health, the journal of my body.


Dialy (pronounced "dahy-lee") - thanks to its vowel configuration, it's a sweet-sounding name that primarily evokes brightness of the day, daily routines, schedules, and the privacy of personal notes. I trust my diary of body and beauty. It's during the day that photosynthesis occurs, nourishing plants just as
I do when I care for my body by booking appointments at salons through the Dialy system.

The name is melodious and pleasant, derived from English, yet with a playful twist in pronunciation—it's innovative, unusual—and therefore memorable, standing out from the competition. At the same time, it seamlessly fits into the industry’s aesthetic.

Dialy radiates brightness, light, and hope. A simple tweak (reordering the letters of the word "daily") creates an entirely new word and quality (while simultaneously containing two others). Just like the brand itself.


Meaning behind the logo:


INNOVATION - The logo is designed using soft gradients (representing a solar halo—light and its boundless nature). This is a modern and highly unique approach, and its mere use visually embodies the brand. This effect can be replicated across the website, graphics, social media posts, brochures, and other elements of the brand's visual communication—ensuring consistent image management. It makes the brand more memorable, distinctive, original, and recognizable. At the same time, the softness evokes trust and a sense of care.


SOLAR HALO - An optical phenomenon that occurs only during the day. It happens when sunlight passes through tiny ice crystals suspended in the atmosphere, acting as miniature prisms that refract and disperse the light. This creates a bright, circular ring of light around the Sun. A rare occurrence, just like the brand’s uniqueness. The logo conveys the concept of daytime and visually represents the name. It is luminous and warm. It is during the day that photosynthesis occurs, nourishing plants, just as I care for my body by booking salon appointments through the Dialy system.


12 RAYS (CLOCK) - The logo symbolizes time, which I manage. It’s my time—rhythmic, fair, and transparent, just like the system. When I look at it, I know that everything has its place, its moment, and that everything is going according to plan. I feel safe and grounded.


SHIP’S WHEEL - Like steering a ship, I control my actions. I choose the direction and the time. I alone manage my salon, schedule, time, and body. From the ship, I have a beautiful view of the future.


PUPIL OF AN EYE - A reference to the sense of sight, to the eye itself—a part of my body that I care for by booking salon appointments, and a tool for appreciating beauty, which is very important to me. It is through the eye that daylight enters, allowing me to see and appreciate it.


Chosen typeface:


Nunito Font - The chosen typeface for the logotype represents accessibility and friendliness, evoking a sense of warmth
(like sunlight during the day), perfectly aligning with the brand name’s message and logo. The rounded edges inspire trust, are gentle, and harmonize with the soft and ethereal trademark symbol. The spacing between the letters gives the logotype
a sense of lightness, airiness, and brightness—just like a cheerful summer day.



It's important to keep all the designs simple, intuitive and minimalistic: 



During the market analysis, key gaps were identified in the offers of competitive booking systems:


Lack of user-friendly and intuitive design – Most solutions available on the market are functional, but visually outdated or too complicated. Dialy stands out with a soft, modern design that is both aesthetic and easy to use.


Limited personalization – Competitive systems do not allow users to customize the appearance of the interface to the character of the salon (e.g. changing colors or adding the salon's logo). Dialy introduces such a possibility, emphasizing the individuality of each brand.


Insufficient communication with the client – ​​There is a lack of effective tools for automatic reminders of visits or recommending subsequent treatments. Dialy provides personalized notifications and intelligent suggestions.


Lack of treatment history in one place – Clients often do not have access to their full documentation, which limits their trust and commitment. Dialy allows you to store the history of treatments and specialists' notes, which strengthens the client-salon relationship.


Limited mobile functionality – Some systems do not offer fully functional mobile applications, and when they do, their interfaces are difficult to use. Dialy works equally well on a computer, tablet, or smartphone, adapting to the needs of the user.


Dialy is the answer to these gaps, with the vision of creating a system that combines functionality with beauty, ease of use, and aesthetics, meeting the needs of both salon employees and their customers.



Conclusion


The branding project for Dialy successfully achieved its objectives by delivering a cohesive and innovative identity that perfectly aligns with the brand’s purpose and values. The process of crafting the name and designing the logo resulted in a unique, memorable, and meaningful representation of the brand. The name "Dialy" encapsulates the essence of daily care, lightness, and organization while evoking associations with beauty, routine, and trust. Its innovative twist on familiar words makes it distinctive, easy to remember, and perfectly suited for the industry.


The logo design complements the name by visually communicating light, hope, and clarity through its soft gradients and carefully crafted elements. The modern and approachable style resonates with the brand's audience, creating a strong emotional connection. Both the name and logo effectively differentiate Dialy from competitors while addressing the needs and aspirations of its target audience. The brand identity not only conveys professionalism and innovation but also nurtures trust and a sense of care.


This project demonstrates how thoughtful branding can transform a simple booking system into a symbol of beauty, wellness, and empowerment, setting the stage for Dialy to thrive in a competitive market.