Jermaine Mason had a vision to bring people together and create open dialogue through the timeless traditions of a barber shop. Our mission was to help him create distinction in a saturated market, communicate the value and style of the barbering itself, all while building a culture that strengthens the individual and community.
The concept behind the look was to create a break from the very cluttered and traditional iconography typically found in the market. We moved away from the red and blue look and created a bold aesthetic easily spotted, even when nested in a shopping center. The clean and modern lines were a nod the modern and urban demographic they sought.
Barber capabilities vary quite a bit from shop to shop and so we needed a way to showcase all of services without overwhelming the customer. To do this we created a framework and structure for packaging and naming the services, which allowed the customer to self-select their services more quickly and easily.
Jermaine had a vision to re-imagine the barber experience. He wanted to keep the magical community that seemed to form around a barber shop yet be more inclusive to newcomers. His goal was to have first time guests instantly feel like part of the community, rather than an outsider. To accomplish this, not only did we optimize the flow and positions in the shop, we created an experience map for the customers from when they opened the doors to their check out. Each point was specifically curated to inspire a feeling of welcoming.