Extending a growing beauty brand into a second digital experience without losing its identity.
Successful brands don’t become stronger by creating more websites.
They become stronger when every digital experience feels like part of the same story.
When Monaa approached AETHER, the original request was straightforward. She wanted a new website for her academy, where beauty professionals could discover and book professional training courses.
On paper, it sounded like a completely new project.
In reality, it wasn’t.
Monaa already owned an established salon through Monaa’s Brazilian Wax. While the business had continued to grow, its digital presence no longer reflected the quality of the brand itself. Rather than designing the academy first, we made a strategic decision that would influence both websites.
We redesigned Monaa’s Brazilian Wax first.
Not because it was part of the original assignment, but because the academy deserved to grow from a strong and consistent foundation.
The result is two independent websites that immediately feel connected.
One brand.
Two audiences.
One consistent digital identity.
Building a Brand Instead of Separate Websites
Many businesses eventually reach a point where one website can no longer support every part of the organisation.
Different audiences have different expectations.
Different services require different customer journeys.
Trying to combine everything into one website often creates unnecessary complexity.
Instead of forcing both businesses into the same digital experience, we deliberately separated them.
Monaa’s Brazilian Wax focuses on customers looking for professional treatments.
Monaa’s focuses entirely on education, professional development and beauty training.
Although both websites serve different purposes, every visual decision reinforces the same brand identity.
This approach reflects the philosophy behind our Custom Website projects, where digital architecture is designed around business structure rather than technical convenience.
Creating Consistency Across Two Digital Experiences
Design consistency is about much more than using the same colours.
It is about creating familiarity.
Visitors moving from one website to the other should never question whether they are still interacting with the same organisation.
For that reason, the design language established during the redesign of Monaa’s Brazilian Wax became the foundation for the academy website.
The refined colour palette, elegant typography and spacious layouts were carefully evolved rather than redesigned.
The visual language matured naturally across both platforms, allowing the academy to establish its own identity while remaining unmistakably part of the Monaa brand.
Instead of launching a second website, we extended an existing digital ecosystem.
Designing Around Human Behaviour
One of the most important design decisions had nothing to do with aesthetics.
It had everything to do with communication.
Traditional contact forms often introduce unnecessary friction.
Visitors complete multiple fields, wait for confirmation emails and are left wondering when—or if—they’ll receive a response.
For a business built around personal interaction, that experience simply didn’t feel right.
Instead, we designed the customer journey around WhatsApp.
This philosophy closely aligns with our Transmission The Psychology Behind High-Converting Websites, where we explore how reducing friction creates stronger digital experiences.
Replacing Forms with Conversations
One of the most distinctive aspects of this project isn’t immediately visible.
It’s the complete absence of a traditional contact form.
Rather than asking prospective students to complete multiple fields and wait for a reply, every course page guides visitors towards a dedicated WhatsApp journey.
Each training programme has its own call-to-action.
Instead of sending every enquiry through the same generic contact process, those buttons direct visitors to a central contact page where the correct academy location is already selected.
Whether someone is interested in a training programme in Rotterdam or Breda, the journey continues seamlessly.
After selecting the preferred location, WhatsApp opens automatically with a pre-written message containing the correct course request.
The visitor doesn’t have to think about what to write.
The academy immediately understands which course the enquiry relates to.
By removing uncertainty for both sides of the conversation, the enquiry process becomes faster, more personal and considerably more efficient.
Sometimes the best user experience isn’t adding functionality.
It’s removing unnecessary steps.
Designing Every Step with Purpose
Every page throughout the academy follows the same principle.
Reduce friction.
Create clarity.
Guide the next decision.
Rather than overwhelming visitors with competing calls-to-action, every course page focuses on one logical outcome.
Learn about the training.
Understand what you’ll receive.
Start a conversation.
This deliberate simplicity allows the content, the academy and the instructor to remain the centre of attention instead of the interface itself.
It’s an approach that reflects our philosophy behind Custom Websites, where every interface is designed around human behaviour rather than unnecessary complexity.
A Foundation Built for Growth
Monaa’s Academy is designed to grow alongside the business.
New training programmes can be introduced without disrupting the overall structure.
Additional academy locations can be added while maintaining the same customer journey.
The underlying design system creates consistency across every new page, ensuring the platform remains organised as the academy continues to expand.
Rather than building a website for today’s requirements, the objective was to establish a foundation capable of supporting tomorrow’s ambitions.
That long-term perspective is central to the way AETHER approaches digital architecture.
The Outcome
Although Monaa’s and Monaa’s Brazilian Wax now operate as two independent websites, they tell one coherent brand story.
One website helps customers discover professional treatments.
The other helps beauty professionals develop their skills through education.
Together, they strengthen one another.
Returning visitors immediately recognise the visual identity, while each audience experiences a customer journey specifically designed for their own objectives.
The academy gains the freedom to continue growing without compromising the salon experience, while the salon itself now provides the visual foundation that supports the entire brand.
What This Project Reinforced
This project demonstrated that digital growth doesn’t always mean adding more pages to an existing website.
Sometimes growth requires creating a new digital experience while preserving the identity people already know and trust.
By thinking beyond individual websites and designing around the brand as a whole, we transformed two separate digital products into one connected ecosystem.
That strategic perspective is equally important within our Digital Marketing and SEO & AIO services, where websites, content and customer journeys are designed to strengthen one another rather than operate in isolation.
Monaa’s isn’t simply a second website.
It’s proof that a growing business deserves a digital ecosystem that grows with it.