Growing a Small Local Business in Pittsburgh Through Creative Content
How Work by Davey Helped Axiome Scalp Ink Build Their Brand and Grow
In Pittsburgh, small businesses are the backbone of the community. When Julian Payne, owner of Axiome Scalp Ink, approached me about helping with his YouTube channel, I knew we had an opportunity to do something unique for a local business. What began as a casual conversation over a haircut evolved into a creative collaboration that not only produced engaging video content but also contributed to the growth of a small, locally rooted brand.
The Spark: A Local Partnership in Action
Julian, a dedicated scalp micropigmentation (SMP) artist and barber, had built Axiome Scalp Ink on passion and a commitment to quality. Yet, like many small businesses, he faced the challenge of reaching new clients and standing out in a competitive market. One day, as he was discussing his need for video content to boost his YouTube presence, he simply asked, “Can you help me with this?” The answer was immediate: I could. This spontaneous, organic request laid the foundation for our partnership.
Embracing Innovation with a Local Twist
Our first experiment together was to add a modern twist to the storytelling process. I leveraged Elevenlabs’ voice clone AI to create a unique voiceover for our videos. Instead of using a typical self-recorded narration, we had the AI generate a female voice to ask Julian insightful questions about his business. This unexpected approach not only set our content apart but also demonstrated how small businesses in Pittsburgh can embrace innovative tools without losing their local charm.
Video One: A Candid Q&A in the Studio
The inaugural video was a candid Q&A session filmed right in Julian’s barber studio. In this video, Julian answered ten carefully curated questions about his journey, his craft, and what sets Axiome Scalp Ink apart. The AI-generated questions added a quirky, modern element to the narrative, while Julian’s honest answers built trust and authenticity with viewers. This video was not just a simple introduction—it was a strategic move to establish his credibility and create a personal connection with potential clients.
Video Two: Showcasing Technique and Transformation
Next, we took a deeper dive into the technical side of Julian’s work. In the second video, he explained his process for scalp micropigmentation, covering key topics like impression sizes, color theory, and the nuances that distinguish his work. We documented an entire SMP session, capturing the dramatic before-and-after transformation that highlights Julian’s expertise. This video served as both an educational tool and a powerful visual testimonial, reinforcing the value of investing in quality SMP procedures.
Video Three: Behind the Scenes of a Local Business
Our third video shifted focus to the behind-the-scenes realities of running a small business in Pittsburgh. We followed Julian as he meticulously cleaned his studio, organized client success photos, and prepared for a busy week ahead. This video offered viewers a rare glimpse into the hard work, dedication, and attention to detail that underpin every service at Axiome Scalp Ink. It painted a picture of a business that not only cares about its craft but also about maintaining a professional, welcoming space for its community.
Unreleased Content: Hidden Stories of Growth
Not every creative idea makes it to the final cut—but that doesn’t diminish their value as part of our learning process. Among the unreleased content are:
The Concert Promoter Story: A humorous recount of Julian’s days as a concert promoter in Pittsburgh, including the wild experience of bringing the rapper Tee Grizzley to town.
SMP Masterclass Series: A two-part series designed as an educational deep dive into the intricacies of scalp micropigmentation, featuring live demonstrations and real-time corrections of less-than-perfect procedures.
These unreleased videos remind us that growth often comes through experimentation and that every idea, whether published or not, adds to the creative journey.
Overcoming Challenges and Embracing Creativity
Working with a small local business like Axiome Scalp Ink comes with its own set of challenges. Convincing potential clients that SMP is an investment in confidence required us to balance technical details with compelling storytelling. We had to craft content that was informative yet engaging, persuasive yet authentic. Every step—from using AI for innovative voiceovers to capturing the meticulous behind-the-scenes processes—was a lesson in creative problem solving.
For Work by Davey, this project was a crucial learning experience. It taught us that organic relationships can lead to powerful, authentic content that resonates with a local audience. More importantly, it showed how small businesses in Pittsburgh can harness modern creative tools to grow their brand and connect with their community.
