Problem

Blade Barbershop is an up and coming barbershop started by Jermaine Mason in San Marcos, TX. Jermaine had created a business before this and was in need of a bit of direction on how to create a business that focused on community. Every meeting we sat down with Jermaine always came back to the idea of community. He had seen the barbershop as a place to share ideas, think about how to be a better person and learn from the older generations. As he looked out into the world of barbershops though he realized that vision was fading away. His goal became to create a place of warmth, charisma and a style all his own.

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Solution

We created a brand that spoke to his roots with the careful verbiage to create intrigue and motivation in the community. We labeled all the haircuts by city official titles and created a vision that spoke to his large goal. "We are all meant to shine. When we realize that different is normal, we are liberated to rise, forging leaders to prosper in our community." We drew in a mission statement that signaled that call to action, "Through the art of barbering we serve as a sacred space to have open dialog, free of judgement." However the biggest line we had that shines bright in his shop is the slogan that calls everyone to believe in themselves. We wanted a chant or rally cry to say that we are here and are unafraid to be "unapologetically free."

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