When David Thomas first approached me in 2020, he wasn’t chasing a trend or a quick website refresh. He was looking for clarity, a solution to his problem.
What started as a conversation about web services quickly evolved into a long-term creative partnership. Over time, we helped shape not just a digital presence, but a cohesive brand ethos. From building and launching his Klaviyo account to establish consistent email marketing, to redesigning his website, implementing a booking system, and developing a full e-commerce channel for TEN Hair Care his line of organic essential hair oils for customer to buy a better for you altertantive.
As the brand evolved, so did the foundation. Moose.la guided a domain change to strengthen search visibility, authority, and SEO, refined site architecture for better performance, and designed every touchpoint across the digital ecosystem to feel aligned and purposeful.
At a glance, the brand looked polished. But the real work wasn’t visual it was structural. It was about creating systems, language, and experiences that made the brand easier to understand, easier to sell, and easier to scale.
This wasn’t about fixing what was broken. It was about building something that could last.
Moose.la began by understanding David’s world not just the brand, but the person behind the chair.
Because we were building from the ground up, discovery wasn’t about fixing existing systems it was about defining direction.
I started with David’s vision: what he wanted the business to represent, how he wanted clients to feel, and where he saw the brand going long-term. As a sole founder in Los Angeles, his goals were clear but lived mostly in his head shaped by experience, instinct, and years of hands-on work rather than formal documentation.
Our role in discovery was to translate that vision into something tangible.
Through working sessions and open conversations, we aligned on priorities across design, marketing, and strategy. We defined what the brand should stand for, who it was for, and how it needed to show up across every touchpoint from the website and booking flow to email marketing and e-commerce.
Design helped establish clarity and confidence. Marketing gave the brand a voice and a way to communicate consistently. Strategy connected everything, ensuring each decision supported growth, discoverability, and long-term scalability.
By the end of discovery, we weren’t just aligned on what to build we were aligned on why. That foundation allowed every future decision to feel intentional, cohesive, and true to David’s original vision.
With the foundation set, our focus shifted to alignment turning vision into action.
Working closely with David, we developed a clear strategic narrative that could live across every part of the business. Together, we defined the core value proposition, clarified who the brand was for, and established a consistent voice that reflected both the craft behind the work and the intention behind the brand.
From there, design, marketing, and strategy moved in lockstep.
We rebuilt the website around this narrative, ensuring the messaging was clear, confident, and easy to understand at first glance. We structured the booking flow to guide customers naturally, rewrote email marketing to reinforce the brand’s ethos, and shaped the e-commerce experience for TEN Hair Care to communicate quality, care, and purpose.
Every decision was filtered through the same lens does this support the story, and does it make the business easier to run and easier to grow?
Once the narrative was clear, it became a system. One that informed how the brand spoke, how it sold, and how it showed up without requiring constant manual explanation from David himself.
Following the launch of the new website, the brand shifted from being purely informational to revenue-generating. The site became a secondary sales channel, supporting both service bookings and e-commerce purchases for TEN Hair Care. Clients could clearly understand the offering, move through the booking flow with ease, and convert without needing direct back-and-forth.
From a growth standpoint, SEO became a long-term engine. A content strategy built around 1,000+ words educational blog posts began driving consistent organic traffic year over year, increasing search visibility and attracting qualified visitors actively looking for hair care guide solutions. As search behavior evolved, the site also started capturing traffic from AI-driven discovery platforms, including ChatGPT, further expanding reach beyond traditional search.
Email design and strategy played a key role in bringing users back into the ecosystem driving traffic to the site, reinforcing brand trust, and supporting both product launches and ongoing engagement. Paired with a cleaner, more intuitive site structure, the brand finally had a single place to clearly communicate everything it stood for.
Moose.la also helped deploy a hair care quiz that simplified product education and guided customers to the right solutions reducing decision fatigue and increasing confidence with themselves.
The result was clarity, momentum, and a digital foundation built to scale without requiring David to be everywhere at once.
