Helping a hairstyling guru bridge the worlds of art and commerce.
When Claudio Lazo opened his namesake hair salon he grappled with a communications dilemma—how to make his personal brand as a top-tier stylist and fashion authority co-exist with that of his new operation, a high-end hair boutique that would also be home to other industry talent. Claudio’s personal brand needed to support the edgy, experimental work he was creating for fashion houses and editorial photo shoots. The salon brand, however, required an approachable and welcoming vibe for everyday clientele.
The brand differentiation would hinge on the graphic treatment of the letter ‘C’ found in the client’s name, the business name and in industry vernacular such as ‘color’, ‘cut’ and ‘craft.’ For Claudio’s independent endeavors and social media following, the ‘C’ was combined with a vintage scissors illustration to create a personal icon. For the salon, the ‘C’ was highlighted in patterns and key messages. It was also featured on a series of large scale portfolio images hung in the environment. Color was also used to help the separation. Claudio’s personal palette focused on neutrals and metallics while bright hues were used to dial up the fun on marketing collateral and in the salon space. The brand system included naming consulting, a refresh of an existing logo and brand kit of parts, messaging, printed collateral, environmental graphics, advertising, uniforms, websites and social media support.