MODERN CREATIVITY
ASHLEY HOLDEN HAMMOND
SLOW DOWN BARBERSHOP + LOUNGE
Slow Down implies that life moves fast and reminds us that sometimes we need to stop and smell the pomade. Simply put, it’s the idea taking the time to enjoy the little moments that make us great.
With a premise like that, our friend Aaron Rohrer the original Slow Down Barber, needed a perfectly-crafted, and exceptional execution of a brand identity campaign for his thriving young business. in hopes of bringing back the classic gentlemen's barbershop to the local scene.
THE CHALLENGE
Create a brand identity to match the hand-crafted touch and feel of this quaint, family-owned, establishment and increase the visibility of the Slow Down brand in hopes of bringing back the classic gentlemen's barbershop.
THE OUTCOME
A new logo, social media images and marketing materials that supported Slow Down Barbershop + Lounge as the authentic leader in Men's hair services that caters to those that enjoy life and are looking to "slow down", recharge and reconnect.
DEFINING THE BRAND
Defining the brand creates a objective filter for all the Slow Down's future decisions. By checking against this statement, we can quickly see whether any decisions will help or hurt, focus or muddy, purify or modify the brand.
An in-depth strategy session was conducted remotely using a combination imagery, charts and graphs. What emerged was a clear brand story and voice for Slow Down.
During the brand attributes exercise performed with the client, a clear pattern emerged in the lists of words. The words that the owner was drawn to were "authentic, families and lounge", these descriptive attributes pulled towards a more bespoke brand experience, while "vintage, leader and enjoy life" touched upon the old fashioned values of this family-owned and operated establishment wanted to play on.
STYLESCAPE LAYING A FOUNDATION
Creating a stylescape to expresse and steer the visual language for a project, Ashley included fonts, colors and images that were artfully and intentionally arranged. Direction for the stylescape came from the initial client meeting combined with additional industry and competitor research.
