As SQUIRE approached critical growth, they recognized the need to expand their brand system and refresh their positioning, identity, and messaging. Partnering with our team delved into the heart of the industry, immersing ourselves in field research at the CT Barber Expo. This deep dive provided invaluable insights into the lives, challenges, and aspirations of barbers at every career stage.
Building upon this foundation, we conducted a thorough landscape and competitive audit to craft a differentiated brand platform. This included developing a resonant brand manifesto and an opportunity analysis that would underpin their strategic roadmap.
The culmination of our efforts resulted in a visual and verbal identity refresh aimed at articulating SQUIRE’s unique value proposition and setting them apart from competitors. As we collaborated, SQUIRE achieved a milestone, surpassing $1 billion in transaction volume and earning recognition as the next Black-owned unicorn company.
Currently, SQUIRE is implementing the newly crafted brand system across all external communications, marketing initiatives, and partnerships, solidifying its position as a leader in the industry.
Agency : West
Design Team: Eva Huzella + Tin Dinh (motion)