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Rick Daniel

Art Director + Designer

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Fadeologist Barbershop, Inc. (Rebrand)

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CREATIVE BRIEF

Background
Fadeologist Barbershop, Inc. is a barbershop just outside of Atlanta, GA (Lawrenceville) that pride itself on great customer relations and barbers who are phenomenal haircut practitioners (Fadecinians).

Objective
To rebrand the shop to appeal to a broader range of customers.

Target Audience
Atlantan men and boys of any ethnicity seeking to get a premium haircut in a professional, courteous, and delightful atmosphere.

Message
A barbershop where kinship, style, and science meet. It's a barber laboratory where they're constantly perfecting "Haircut to a Science".

Competition
All other barbershops in the greater Atlanta area, but more specifically Super Cuts, Sport Clips, and  Great Clips.

Distinguishing Characteristics
• Steve Harvey's Neighborhood Awards 2013 Best Barbershop Winner
• The barbers work in surgical scrubs to play up the scientific theme of the brand.

Creative Considerations
• Branding creative must support "Haircuts to a Science" tagline.
• The shop signature green color (PMS 368) must be used in the color palette

Tone
• Quality
• Scientific
• Friendly
• Clean
• Fresh (Hip-Hop term meaning COOL)

MOOD BOARD

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COLOR OPTIONS

The primary colors are pretty much set in concrete especially PMS 368 green (client mandate). But I'll use the green sparingly on collateral pieces because I think a little can go a long way. In this color exercise I wanted to nail down a set of complimentary secondary colors. Please share your thoughts on my choices.

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TYPOGRAPHY SPECS

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GRAPHIC LANGUAGE

You can never have too many icons. :) The use of symbols in science made it an easy play to incorporate in Fadeologist's graphic language. The patterns take inspiration from how molecules and hair textures look through a microscope.

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PRESENTATION

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