Industry
Lifestyle / Personal Care
Client
The Great Studio
A Brand Experience for a Local Barbershop
Alex was opening a barbershop on Main Street and came to me with something rare: complete trust, and a blank page. He didn't want a logo, he wanted a place people would talk about in his home town, Poughkeepsie, place for the local art scene, and a place that felt like an experience. That's the hard part of a local business. The haircuts sell themselves once you're in the chair. The brand has to do the work of getting people through the door and making the place feel like it belongs on the street — established, intentional, worth choosing over the shop three blocks down.
The core idea was a brand that could live in two registers at once. I built a clean, modernist wordmark for the storefront and signage. Alongside it I designed a heritage badge, crossed scissors, laurel, "PK-NY," that gives the brand its craft, its history, its barbershop soul. To tie it together across merch and small applications, I drew an interlocking TGS monogram, a single ownable shape that works embroidered, printed, or debossed at any size. Three expressions, one coherent voice: modern where it needs presence, classic where it needs warmth. The messaging carried the same thinking. "Don't Look Good → Look Great" became the brand's line, a small, sharp idea that runs from the business card to the shop hoodie.
The core idea was a brand that could live in two registers at once. I built a clean, modernist wordmark for the storefront and signage. Alongside it I designed a heritage badge, crossed scissors, laurel, "PK-NY," that gives the brand its craft, its history, its barbershop soul. To tie it together across merch and small applications, I drew an interlocking TGS monogram, a single ownable shape that works embroidered, printed, or debossed at any size. Three expressions, one coherent voice: modern where it needs presence, classic where it needs warmth. The messaging carried the same thinking. "Don't Look Good → Look Great" became the brand's line, a small, sharp idea that runs from the business card to the shop hoodie.
Ten years in, The Great Studio is still unlike anything else on Main Street — a place centered on culture, and part of what keeps the city alive.
Ten years in, The Great Studio is still unlike anything else on Main Street — a place centered on culture, and part of what keeps the city alive.
Industry
Client
Lifestyle / Personal Care
The Great Studio
A Brand Experience for a Local Barbershop
Alex was opening a barbershop on Main Street and came to me with something rare: complete trust, and a blank page. He didn't want a logo, he wanted a place people would talk about in his home town, Poughkeepsie, place for the local art scene, and a place that felt like an experience. That's the hard part of a local business. The haircuts sell themselves once you're in the chair. The brand has to do the work of getting people through the door and making the place feel like it belongs on the street — established, intentional, worth choosing over the shop three blocks down.
The core idea was a brand that could live in two registers at once. I built a clean, modernist wordmark for the storefront and signage. Alongside it I designed a heritage badge, crossed scissors, laurel, "PK-NY," that gives the brand its craft, its history, its barbershop soul. To tie it together across merch and small applications, I drew an interlocking TGS monogram, a single ownable shape that works embroidered, printed, or debossed at any size. Three expressions, one coherent voice: modern where it needs presence, classic where it needs warmth. The messaging carried the same thinking. "Don't Look Good → Look Great" became the brand's line, a small, sharp idea that runs from the business card to the shop hoodie.
This was a full hands on project, from strategy through installation, working closely with Alex the whole time. We clarified the visual direction, designed every mark, built the identity system, produced all the print and signage, and personally installed the window vinyl the day before opening. This is the part I'm proudest of as a director: I didn't hand off a logo and a guidelines PDF. I carried the whole brand from idea to a physical, open-for-business storefront, and owned every decision in between.
The core idea was a brand that could live in two registers at once. I built a clean, modernist wordmark for the storefront and signage. Alongside it I designed a heritage badge, crossed scissors, laurel, "PK-NY," that gives the brand its craft, its history, its barbershop soul. To tie it together across merch and small applications, I drew an interlocking TGS monogram, a single ownable shape that works embroidered, printed, or debossed at any size. Three expressions, one coherent voice: modern where it needs presence, classic where it needs warmth. The messaging carried the same thinking. "Don't Look Good → Look Great" became the brand's line, a small, sharp idea that runs from the business card to the shop hoodie.
Elevating Financial Experiences: Dello Fintech Banking App's Impact and Future Endeavors. Financial Experiences: Dello Fintech Banking App's Impact and Future Endeavors.
Ten years in, The Great Studio is still unlike anything else on Main Street — a place centered on culture, and part of what keeps the city alive.
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Industry
Lifestyle / Personal Care
Client
The Great Studio
A Brand Experience for a Local Barbershop
Alex was opening a barbershop on Main Street and came to me with something rare: complete trust, and a blank page. He didn't want a logo, he wanted a place people would talk about in his home town, Poughkeepsie, place for the local art scene, and a place that felt like an experience. That's the hard part of a local business. The haircuts sell themselves once you're in the chair. The brand has to do the work of getting people through the door and making the place feel like it belongs on the street — established, intentional, worth choosing over the shop three blocks down.
Elevating Financial Experiences: Dello Fintech Banking App's Impact and Future Endeavors. Financial Experiences: Dello Fintech Banking App's Impact and Future Endeavors.
The core idea was a brand that could live in two registers at once. I built a clean, modernist wordmark for the storefront and signage. Alongside it I designed a heritage badge, crossed scissors, laurel, "PK-NY," that gives the brand its craft, its history, its barbershop soul. To tie it together across merch and small applications, I drew an interlocking TGS monogram, a single ownable shape that works embroidered, printed, or debossed at any size. Three expressions, one coherent voice: modern where it needs presence, classic where it needs warmth. The messaging carried the same thinking. "Don't Look Good → Look Great" became the brand's line, a small, sharp idea that runs from the business card to the shop hoodie.
The core idea was a brand that could live in two registers at once. I built a clean, modernist wordmark for the storefront and signage. Alongside it I designed a heritage badge, crossed scissors, laurel, "PK-NY," that gives the brand its craft, its history, its barbershop soul. To tie it together across merch and small applications, I drew an interlocking TGS monogram, a single ownable shape that works embroidered, printed, or debossed at any size. Three expressions, one coherent voice: modern where it needs presence, classic where it needs warmth. The messaging carried the same thinking. "Don't Look Good → Look Great" became the brand's line, a small, sharp idea that runs from the business card to the shop hoodie.
Connect to Content
Add layers or components to infinitely loop on your page.