Case Study: Polished Byron Bay – A Transformation in Wellness and Beauty
From beauty salon to holistic wellness brand
In this case study, we take you behind the scenes of Polished Byron Bay’s rebranding transformation. From a thriving nail and beauty salon to a holistic brand rooted in conscious beauty and self-care. You’ll discover how we helped founder Amy Phipps to:
- Clarify her vision and reposition the brand.
- Build an SEO-optimised website and wellness-focused content strategy.
- Shift towards scalable, low-labour services.
- Create community-driven marketing tools that deepen connection.
This isn’t just a rebrand, it’s a realignment with purpose, profit, and the people they serve!
The client
Polished Byron Bay: a modern sanctuary spa leading the movement of health and wellbeing in the nail, skin and beauty space.
The challenge
Polished Byron Bay had cultivated a loyal local following. Known for its low-tox philosophy, attention to detail, and elevated service, it had become a go-to destination for conscious beauty in a safe, luxurious space.
But founder Amy Phipps reached a turning point.
As she planned to introduce new offerings aligned with wellness and self-care, one thing stood in the way: time. Deeply involved in day-to-day operations, Amy couldn’t step back to focus on rebranding and repositioning her business for the next phase.
She had a clear vision: to evolve Polished into a purpose-led wellness brand while maintaining its core values.
Amy wanted to:
- Build a high-value, low-labour treatment model.
- Expand the menu with wellness-focused services.
- Collaborate with aligned local brands.
- Elevate her website to reflect the brand’s shift and educate her audience on conscious beauty and safe practices.
- Stay profitable while evolving authentically.
The Solution
To bring Amy’s vision to life, we developed a strategic approach to reposition Polished Byron Bay as a holistic nail and beauty spa, anchored in wellness, conscious beauty and self-care.
Our process was grounded in clarity, collaboration and a deep understanding of the brand’s evolving goals.
We delivered:
1.Rebranding and Strategic Messaging
We shifted the business from a traditional salon and service provider to a purpose-led wellness brand.
This repositioning came to life through a refined tagline: “Polished Byron Bay – Holistic Nail and Beauty Spa.”
To support the transformation, we crafted authentic brand assets: the Polished Story and Philosophy, to communicate its mission, values and unique point of difference with clarity and confidence.
2. A New Website with Optimized User Experience
We designed and developed a responsive WordPress website. Its web enhances user experience, reflects the brand’s refreshed identity and builds authority in the wellness space. The goal? To build trust, reflect wellness values, and guide visitors with clarity.
Also, we crafted SEO-optimized copy: from taglines and service descriptions to a refreshed treatment menu. This revamped treatment menu is designed to boost visibility and connect with a wellness-conscious audience.
3. Customer-Centric Marketing Tools
To deepen connection and spark engagement, we introduced new tools designed with the Polished community in mind.
Firstky, we revamped the loyalty program into Polished Perks to reward existing customers and encourage repeat visits.
Secondly, we kaunched a weekly newsletter, The Glow Journal, offering value-driven content, wellness tips and community updates.
Moreover, we designed and implemented lead-generation tools, including an online customer survey to assess demand for new wellness treatments
4. Focus on Scalable and Wellness-Oriented Services
We supported Amy in refining her service model: shifting away from high-labour treatments toward curated, high-impact add-ons.
Therefore, this included introducing a wellness-focused treatment menu with innovations like Mukti Organics facials, LED therapy and head spa sessions.
Moreover, we provided Amy with the bandwidth to hire a new front-of-house manager and curate new products and services aligned with her vision.
The Outcome
The Polished Byron Bay project successfully transitioned the business into a holistic wellness brand, elevating its presence in the beauty and wellness space. The new branding, website and loyalty programs have enhanced customer engagement, while wellness-focused services have positioned Polished as a destination for self-care.
The project involved the whole team’s expertise: digital strategy, creative direction, copywriting, menu formulation, web design and development.
Amy was able to step back from operational overwhelm and focus on implementing the new menu and building strategic collaborations with local brands.
What The Client Had To Say
“The team at enKompass exceeded my expectations. Kellie and her team’s dedication, attention to detail, and ability to bring my vision to life were incredible. They delivered a seamless rebrand and strategy that perfectly aligned with my goals, all while staying on budget. I couldn’t be happier with the results—it’s everything I envisioned and more.”
Amy Phipps, Founder of Polished Byron Bay
