1300 71 61 41lil' off the top
Adding a Lil' Off the Top
Services Used
Project Manager
Project Location
Brisbane, Australia
Services Used
Solution
Website Development
Project Manager
Project Location
Brisbane, Australia
Project Goals
Lil' off the top is the brainchild of Jules Tognini, Australia’s Male Hairdresser of the Year, 2013, 2014 & 2015. It’s a collective of hairdressing professionals, a mobile training program and hair care resources all rolled into one. Neighbourhood recently developed a suite of brand collateral for their hairdressing education collective.
Tools Used
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Their wants
01
A brand spanking new brand
02
A website to educate and sell lil' off the top products
Their needs
01
A brand that reflects Jules' personality and communicates his hair training services
02
An e-commerce website that can help lil' off the top grow sales in product and training sessions.
Identifying the problem
Just like the creator himself, lil’ off the top had to be fun and hip as hell. A boring brand wasn't going to cut it, so we built a brand that used Jules’ personal style to create an off-the-cuff, hand-drawn aesthetic – mimicking the style notes and drawings we might usually receive from Jules in briefs.
The Work
- Collateral Design
- Website Design
- Video Production
Collateral Design
- Lil' off the top would be hard pressed to cater to salons all across Australia if it was only a one-man band. So the headhunt was on to find the finest talent in all different areas of hair to act as brand ambassadors and educators. From colour to cutting to business management – LOTT needed those with the best expertise. In order to attract the best, the brand needed to stand out.
- Neighbourhood bespoke packs for each hairdresser that directly spoke to their strengths, let them know why being a part of the LOTT fam was mutually beneficial and invited them to join the team.
Website Design
- It’s all well and good to have a cool collective of cutters available for professional training – but people have to know about it. We developed a website featuring profiles and articles by the team with the ability for salon managers and professionals to book classes online with their chosen instructor.
- On top of this, Neighbourhood worked alongside the LOTT crew to develop press releases (in the LOTT style, of course) and get them into the hands of key trade publication editors.
Video Production
- The whole point of lil' off the top is to teach, and since we couldn't show people in person all around the country, we did the next best thing. Utilising YouTube, Neighbourhood set up Jules' channel as a teaching tool, filming and developing informative content to help hairdressers nail the top styles.
- All of the video content was filmed and edited to be just as on-brand with Jules as any of the other digital content. These videos were shared socially and made up a major part of the teaching process on the website, eventually becoming watched by hundreds of thousands of professional (and a great many amateurs) hairdressers around the world.
The Results
65%
Growth in YouTube Subscribers
(in the first 3 months)
35%
Growth in Video Views
(in the first 6 months)
120+
Students Trained by LOTT
Lil' off the top saw major traction after launch, and continues to be a major resource for beginner (and not-so-beginner) hairdressers to this day.
The brand drew in over 120 successful students over the first 6 months, as well as 9 professional, affiliate hairdressers to act as their teachers.
Online, the video content was a hit, encouraging almost 9000 subscriptions to Jules' channel, and over 1.8m views across all of the videos.
In 2019, Jules was named Hair Expo's Educator of the Year for his work with lil' off the top.
"The dudes at Neighbourhood are rad, they helped me develop our training platform, website, online store and making us look f*cking unreal at the same time. big love to them all, thanks guys x"
Conclusion
Lil' off the top has continued to be a powerhouse in the hairdressing industry as it helps to teach new generations of hairdressers everything they need to know. Neighbourhood has continued to aid not only in this growth, but in further business ventures with Jules, such as joebloe.
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