INDY Hair
Designed a hair salon brand to reflect the grit of industrial cities and the boldness of cutting techniques.
︎ Art Director and Designer ︎3’ read
︎ The First INDY Store
1501 N Front St, Philadelphia, PA 19122, USA
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THE CHALLENGE“We need a hair brand to help us ground ourselves in Philadelphia”
The Hair Salon Services Market was valued at USD 65.1 billion in 2022 and is projected to grow at +2.5% annually through 2032.
Consumer spending on personal care services increased by 10% in 2022. Employment in personal care occupations is projected to grow by 11% through to 2030, significantly outpacing the average growth rate for all occupations.
Philadelphia’s metro area, with +6M residents, offers a diverse customer base. Operating costs are lower than in coastal cities, reducing expenses. High demand for premium services and local business support promised potential to establish a loyal customer base.
INDY was founded by international hair stylists aiming to bring their "uncomplicated hair" techniques to the gentrifying areas of major US cities. With a focus on minimalistic, geometric cuts, INDY caters to the unisex mid-range market. Its first salon, located in the industrial Fishtown neighborhood of Philadelphia, offers a variety of styling services and partnerships with global hair education providers.
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THE OUTPUTThe client wanted a brand identity to reflect the DNA of industrial cities and the tone of voice of the haircuts, promoting individuality and bold hair choices. So I worked with the team to unearth the core of their business through discovery call(s) and interviews with the founding team.
I designed a brand identity including guidelines for photography art direction, gestures and colour choices to be applied to the interior of the first salon in Fishtown, Philadelphia.
I spent four weeks on the design of the brand identit, then three weeks on a retainer to support the application of the guideline up to the store opening.
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CULTURAL REFERENCESGraphic artist Anthony Burrill combination of simple, positive messaging with analogue craft skills (gritty letterpress) directly translates to this brand’s tone of voice.
The 1960s shop signs from working class areas of urbanising America. Monospace lettering being the cheapest available option, created a rich widespread visual vernacular for food commerce. Today, in the same areas, open INDY salons, tributing the shops that have preceded them.
The 1915s Suffragettes protest posters, laying out powerful, punchy messaging, laying the foundations for women’s rights across the western world. INDY’s choice of art direction is conceptually inspired by these messages of gender empowerment.
Pg. 2 Block typography
The block typeface resembles signs found in industrial neighbourhoods of western cities, communicating the quintessentially urban nature of this brand.
Pg. 28 Hair Scribble
The art of hair styling stripped to it’s essence. I pulled a dozen hair from friends of different ethnicities, hand picked and scanned them to create a graphic element. This fine graphic gesture lightens the typeface grid, and shows a sign of authenticity.
Pg. 30 Distressed Tape & DNA Stamp
The tape is a simple gesture to communicate the young and carefree side of INDY. The DNA stamp is essence of INDY, in a few words layed out in a harmonious circle. The copy represents the brand promise, and values, the unchangeable truths to the service they provide. Lastly as stamps, they represent dedication to craftsmanship.