Right out of the gate, we infused an electric energy into the collection of custom illustrations and lettering evident in the various cast of characters – like the skull with a full head of hair – all paying homage to the cheeky play on words.

The branding and environmental signage had to evoke a tough but playful spirit reminiscent of the stylings of vintage tattoo flash.

The branding and environmental signage had to evoke a tough but playful spirit reminiscent of the stylings of vintage tattoo flash. The illustrations are simple but rich on personality, while the custom “lightning” lettering feels unconventionally quirky and cool. One of our favorite parts of the project was the hand-painted barber poles that spin black voltage lines instead of the classic red and blue stripes. Like any authentic barber shop, we wanted to give it a feeling that invites you to come in, take a seat and spark up a conversation.

AIGA Louisville, Environmental Design, Winner 2018

Let yourself go. Pull out from the depths those thoughts that you do not understand, and spread them out in the sunlight and know the meaning of them.
E.M. Forster, A Room with a View
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