eh_portfolio.pdf
© 2024 EVA HUZELLA
03. SQUIRE
2023
Seeing an opportunity to modernize and uplift barbers on their business journeys, Song LaRon and Dave Salvant started the app platform, Squire - and grew it into the leading business management system designed for the needs of barbers, shop owners, and their communities.
The challenge was to expand their brand system and refresh their positioning, identity, and messaging, allowing them to build a scalable brand and marketing infrastructure to fuel them towards their next growth milestone.
After conducting a competitive landscape and a thorough visual audit, we delivered visual guidelines with a brand extension that pushes Squire to show up in a bold, empowering, and human-centered way. This includes expressions that convey movement, disruption, and edge (no pun intended), with an emphasis on shining light on the people, stories, and legacies of the barbershop culture. The purpose of this brand refresh is to accurately articulate Squire’s values in order to empower the barber community to take pride in their businesses and artistry.
CREATIVE DIRECTORS: FELICIA REYES, CURVEL BAPTISTE
PROJECT MANAGER: JESSICA WEN
VP OF MARKETING: SAMM RICHEY
DESIGNER: EVA HUZELLA
STRATEGIST: KATRINA ZHELEZNYAK