Sophiestication
Identity Centered Around Customer Experience
New Vision
Fashion & Beauty
Luxury
BRAND STRATEGY
Research & Insights
Audience Personas
Purpose & Vision
Values & Culture
Brand Story
Brand Positioning
Personality & Messaging
BRAND DESIGN
Logo & Usage Guidelines
Visual Identity
NOMENCLATURE
Brand New Name
TONE OF VOICE
ART DIRECTION
Look & Feel
Image Manipulation
Retouching
DIGITAL
Business Cards
Stationery & Poster
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ABOUT THE COMPANY
Sophie is a highly creative mobile hairstylist, but affordable to the masses, she brings with her a vast range of knowledge base and professionalism which raises the bar of mobile hairdressers. Her USPs are; she has trained and worked for the best (senior stylist at Nicky Oliver Salon), teaches and is also writing a book.
CHALLENGES & GOALS
To create an aspirational vision for successful people who recognise creativity and take pride in the high-end taste they have. This aspirational vision is to take hairstyling beyond the superficiality of how they look, to how it makes them feel – a transformed and a confident go-getter in life.
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UNIQUE SOLUTIONS
We centred the brand identity on transformation, using gradients and the interplay of light and shadow to evoke change, with letterforms and abstract shapes transitioning from dark to light. This concept was complemented by a slicing effect in imagery and typography, symbolising the precision of hairdressing while adding a modern touch.
Logo & Brand Identity
We explored the concept of transformation, focusing on changes in form, colour, and gradients. Drawing inspiration from the interplay of light and shadow, we applied this idea to the letterforms, using colour and eventually gradients to convey a sense of change.
The logo brandmark was simplified to ensure flexibility and ease of use across various platforms and formats.
Colour Palette
A bright and vibrant teal was chosen as an accent colour to inject energy and liveliness into the brand. To balance this bold choice, the rest of the palette was kept neutral, ensuring practicality across various brand applications.
Graphical Element
Extending this approach to the brand identity, we embraced the same principles of light and shadow, considering how light can seep through cracks. However, we reversed this effect for a fresh perspective, presenting an abstract shape with a gradient that transitions to a lighter tone. This transformation serves as the foundation of the brand identity.
Image & Type Treatment
We also incorporated a slicing effect in the imagery and typography to reflect the sharp, precise nature of hairdressing, while imparting a modern aesthetic.
