Nath Rafaeli: brand, website and online booking for a nail designer.

The context

Nath Rafaeli is a nail designer who works at clients' homes in Campina Grande, Paraíba, Brazil, offering gel overlay, gel tips extensions, maintenance and gel polish. She was starting her career and needed everything at once: a name that could become a brand, an image matching the care she puts into every nail, a way for clients to book without endless messages, and content to present her work on Instagram.

The goal

Create a professional-grade brand designed to last beyond the early stage, and launch a website where clients choose the service, enter their address, see the travel fee and book on their own, with the schedule organized for the professional.

The brand

• Concept: the panther told through the claw. A nail is a claw, and a claw is attitude. The symbol joins the letter N to a claw stroke, with a reduced version for avatar, favicon and stamp.
• Visual system: vertical and horizontal vector logos, a palette of wine, burgundy, cream, rose and champagne with every text pair measured for contrast, Bodoni Moda and Jost typography, and two custom patterns (rosettes and claws).
• Brand book with logo usage rules, tone of voice, service glossary, photo standards and what must never appear in the pieces.
• Print: business card with a booking QR code and the Clube da Pantera loyalty card, with NFC and QR that open WhatsApp with the card number already filled in.

The website and online booking

• One-page website with services and the duration of each appointment, add-ons, how it works, real work, the professional's introduction, the loyalty club and FAQs.
• Five-step booking: the client picks the service and add-ons (charged per nail when applicable), enters zip code and neighborhood and sees the travel fee, picks a day among truly available times and confirms her WhatsApp with a 6-digit code. Confirmation arrives instantly and a reminder the day before.
• Scheduling engine that accounts for shifts, booked appointments, blocks, travel time by city zone, a break after each appointment and minimum notice.
• Management dashboard with the day's agenda, services, add-ons, zones and neighborhoods, blocks and team, with mandatory two-step login, access roles and an audit log.

Instagram content

Profile, highlights, a manifesto post, a training post, an introduction carousel, stories and Reels with narration and symbol animation. Posts go out automatically through the official Instagram API on the set days and times, with no one needing to be on the phone.

Local SEO and visibility

Title and description focused on people looking for a home-service nail designer in Campina Grande, NailSalon structured data with service area and services, sitemap, Open Graph for sharing and lightweight pages, with animations loaded only when the visitor scrolls.

Security and operations

Passwords and short-lived one-time codes, role-based authorization on every dashboard screen, encrypted sensitive data, daily backups with an off-server copy, monitoring with WhatsApp alerts and 711 automated tests run on every release.

Result

In 4 days, from October 11 to 14, 2026, the brand was created, the print pieces went to the printer and the website with booking went live at nathrafaeli.com.br. Since then, every booking arrives with service, address and travel defined before confirmation, and the client can view or cancel it through the link she receives on WhatsApp.

Frequently asked questions

Does a home-service nail designer need a website?

Instagram shows the work, but the website handles booking: clients see services, duration and travel fee and book without waiting for a reply. The site also shows up on Google for people searching for the service in the city.

How is the travel fee calculated when booking?

By zip code and neighborhood. Each neighborhood belongs to a zone with its own travel time and fee, shown before the client confirms.

Does the system work for other beauty professionals?

Yes. Services, add-ons, shifts, service zones and team are dashboard settings, so the same base serves manicurists, nail designers, lash designers or makeup artists who work at clients' homes.