A Contrasting Combination
Steel & Lacquer approached Mast with the desire to create a salon that appealed equally to men and women. The theme of contrast played an integral role in the brand, from the name itself to the textures of the collateral. Stark washes of black and white, matte paper with spot varnish, and simple information architecture paired with shattered, abstracted type were all used to create the tension of the theme.
It was important that the brand carry through into the salon itself. Located directly across from the Twitter building in San Francisco, and around the corner from Uber, the clientele expects a well designed experience. Every piece of collateral is consistently branded throughout the customer experience. The final piece being the shattered typographic backdrop where each client is photographed after their visit.