Repositioning an established retail brand with a modern identity and smarter customer journey
CityProm is a well-established prom dress retailer with a loyal customer base and years of experience helping people find the perfect dress for one of their biggest milestones. As the market evolved, the brand needed to feel as premium and exciting as the experience it offered in-store.
Alongside refreshing the brand, there was also an operational challenge. Appointments were managed manually, creating unnecessary administration and increasing the likelihood of missed bookings.
The objective was to create a stronger brand, improve the customer experience, and introduce systems that would save valuable time for the business.
The brief
Refresh the CityProm brand to better connect with today's audience while modernising the entire customer journey.
The project included:
Brand positioning and value proposition
Tone of voice development
Website strategy, UX and design
Squarespace website build
Online appointment booking
Automation to reduce manual administration
Client’s challenges
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CityProm's reputation had been built over many years, but its digital presence no longer reflected the quality of the in-store experience.
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The existing website lacked the energy, confidence and personality expected by a younger audience making high-value purchases online.
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Booking appointments required manual coordination, taking time away from serving customers.
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For an appointment-led retailer, every missed booking represents lost revenue and unnecessary admin. The challenge wasn't simply to redesign a website; it was to create a digital experience that supported both marketing and day-to-day operations.
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Working alongside a design partner, we helped redefine the CityProm brand to feel more contemporary while retaining the trust and reputation the business had built over many years.
This included:
Refined brand positioning
Clearer value proposition
Updated messaging
A more confident, aspirational tone of voice
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We designed and developed a completely new Squarespace website that better showcases the collections, simplifies navigation and reflects the premium experience customers receive in-store.
The new site focuses on:
Clear customer journeys
Mobile-first experience
Improved visual storytelling
Stronger calls to action
Easier appointment booking
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One of the biggest improvements happened behind the scenes.
We integrated Setmore directly into the website, allowing customers to book appointments online without any manual administration.
The system automatically:
Syncs appointments with the owner's calendar
Sends confirmation emails
Sends automated SMS reminders
Sends reminder emails before appointments
SMS reminders typically achieve significantly higher open rates than email, helping reduce no-shows and ensuring customers arrive prepared for their appointment.
For a business built around one-to-one appointments, this creates genuine operational value—not just a more polished website.
Our approach
Results
The result is a brand that feels modern, premium and relevant to today's audience, supported by a website designed to convert visitors into booked appointments.
Behind the scenes, automation has removed repetitive admin, improved the customer experience and freed up time for the owner to focus on what matters most—delivering exceptional in-store service.
Rather than simply refreshing the look and feel, the project transformed both the customer-facing brand and the operational efficiency of the business.
Madeleine, Founder of CityProm
“Working with Danni has completely transformed the way we present and run our business. She took the time to understand what makes CityProm special and helped us create a brand and website that really reflects the experience customers have when they visit us.
The new website looks fantastic, but the biggest difference has been behind the scenes. The online booking system and automatic reminders have taken away so much manual administration and made the whole appointment process much smoother for both me and my customers. It feels like we've future-proofed the business, and I wouldn't hesitate to recommend Danni to anyone looking to improve their brand or marketing.”
Ready to make your website work harder?
Reach out to us using the form to book your free discovery call to talk through what this could look like for your business.