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HB

CO.

MENS GROOMING

ARBERSHOP CO. B

CLASSIC CUTS. CLASSIC SHAVES.

I CORRECT PEOPLE ALL THE TIME WHO TELL ME IM AN ARTIST IM A CRAFTSMAN, A TECHNICIAN. ITS THE SIMPLEST FORM OF SUBTRACTIVE SCULPTURE.

NICHOLAS A. HAMILTON II, AKA HAMS


Barber. Proprietor. Ceo. Founder
MESSAGE FROM THE OWNER HAM ILTON S BARBERS H O P co .

The whole barber industry was almost completely destroyed around the late sixties because they didnt want to cut longer hair. The term barbering has been basically thrown in the garbage. My plite is to bring back classic mens hair cutting in a twenty-first century context. You know, we look to the past and know our herritage but try to remain timeless in a modern day and age. When I opened this place a huge part of it was to rebuild a sense of community around the shop. Its really home away from home for a lot of the guys. Men can come in, pick up an old pin up mag, drink a beer, talk about all their stresses, cut up with the guys and really escape it all. If anything we are bringing back an esteem to the term barber.

HAMILTONS BARBERSHOP Co. PURVEYORS OF UNSURPASSED STANDARDS OF GROOMING EMBRACES AND EVOLVES CLASSIC MENS GROOMING WITH IDEALS GROUNDED IN HERITAGE, FUNCTION, AND COMMUNITY. HAMILTONS BARBERS ARE HELD TO THE SAME STANDARDS:

PERSONABLE

SOPHISTICATED

KNOWLEDGEABLE

BRAND MISSION HAM ILTON S BARBERS H O P co .

HAMILTONS BARBERSHOP Co. PURVEYORS OF UNSURPASSED GROOMING STANDARDS EMBRACES AND EVOLVES CLASSIC MENS GROOMING WITH IDEALS GROUNDED IN HERITAGE, FUNCTION, AND COMMUNITY. HAMILTONS BARBERS ARE HELD TO THE SAME STANDARDS:

HEADS OF HAMILTONS
#01-2012
NAME:

BRAND ADVOCATE/ KEY DEMO/ # 01-2012

HEADS OF HAMILTONS

HOMETOWN:

TRENT ROACH
OCCUPATION:

SACRAMENTO, CA USA

PHOTOGRAPHER
STYLE: LENGTH:

LOOSE COMB OVER


HB CO. PRODUCT USED:

SHORT & CLEAN

HB

Co

CLASSIC POMADE/ FIBER PASTE


TECHNIQUE:

If I get my hair cut high & tight like usual then Ill keep the part hard and throw the front back with the Classic Pomade. If Im working with a little length then Ill use the Fiber Paste and comb my hair up & back into a loose pomp. I need something that i can wear while I work throughout the day & washes out when Im ready to pass out.
DEMOGRAPHIC/ AUDIENCE HA MI LTON S B AR BER SHOP c o.

HEADS OF HAMILTONS
#02-2012
NAME:

BRAND ADVOCATE/ KEY DEMO/ # 02-2012

HEADS OF HAMILTONS

HOMETOWN:

JAX FINLEY
OCCUPATION:

CHICAGO, IL USA

BICYCLE SHOP OWNER


STYLE: LENGTH:

SLICKED BACK POMP


HB CO. PRODUCT USED:

SHORT & CLEAN

CLASSIC POMADE/ FIBER PASTE


TECHNIQUE:

I let my hair dry a bit before applying about a quarter sized goop of Classic Pomade into my hair and rub it in evenly. I them comb my hair back before pushing forward just a bit to give some height. This technique is great but when i want to keep it a bit more casual I hit the Matte Fiber Paste. The style has never lead me astray at work or at play.

DEMOGRAPHIC/ AUDIENCE HA MI LTON S B AR BER SHOP c o.

HEADS OF HAMILTONS
#03-2012
NAME:

BRAND ADVOCATE/ KEY DEMO/ # 01-2012

HEADS OF HAMILTONS

HOMETOWN:

MIKE FRETTO
OCCUPATION:

KANSAS CITY, MO

BUSINESS MARKETING
STYLE: LENGTH:

LOOSE COMB OVER


HB CO. PRODUCT USED:

SHORT & CLEAN

HB

Co

CLASSIC POMADE/ FIBER PASTE


TECHNIQUE:

Sounds gross, but if I can I like to get two days out of my fiber paste. It looks stellar the second day. When I keep it medium on top I can wake up run my hands through giving myself a casual swoop for a second and start my day. I generally keep my beard a medium legnth with a reverse taper on the sides.
DEMOGRAPHIC/ AUDIENCE HA MI LTON S B AR BER SHOP c o.

HEADS OF HAMILTONS
#04-2012
NAME:

BRAND ADVOCATE/ KEY DEMO/ # 02-2012

HEADS OF HAMILTONS

HOMETOWN:

WILL MILLER
OCCUPATION:

CHICAGO, IL USA

CREATIVE DIRECTOR
STYLE: LENGTH:

CLASSIC WEDGE
HB CO. PRODUCT USED:

CLEAN & BOLD

FIBER PASTE
TECHNIQUE:

The Fiber lets me get the height in my slanted pompadour. I dig it because its a classic cut with a little twist thrown in after using some product.

DEMOGRAPHIC/ AUDIENCE HA MI LTON S B AR BER SHOP c o.

IM NOT A HIGHFALUTIN HAIR STYLIST; IM A BARBER.

We say Classic Mens Grooming because we are more than quick hair cut. We use the term Barbershop to insinuate the atmosphere of Hamiltons. That being something based on herritage. The combination of our grooming services, the products we provide, and our personality drive our barbershop towards our mission of bringing back that old town shop. We say we are more than a barbershop because we pro-vide a lifestyle for our clients. The ambience and lifestyle of the shop build an experience greater than a hair cut. Our barbers have high standards but remain down to earth and unpretentious. Events like whiskey socials, beer tastings, poker tournaments, and live shows allow Hamiltons Barbershop Co. to bring back the close knit relationships between everyone that steps in the shop.

PERSONABLE

PER | SON | ABLE

ENGAGING | LIKABLE | CHARMING


IN OTHER WORDS:

having a pleasant appearance and manner.

Most of all, get to know us, well get to know you.

BRAND ATTRIBUTES HA MI LTON S B AR BER SHOP c o.

ENGAGING LIKABLE CHARMING most of all get to know us and we will get to know you

AUDACIOUS

AU | DA | CIOUS

BOLD | DARING | CONFIDENT | FEARLESS


IN OTHER WORDS:

showing a willingness to take surprisingly bold risks

Really, just grab a drink, hang out, and stay confident

BRAND ATTRIBUTES HA MILTON S BARBERS H O P co .

BOLD | DARING | CONFIDENT | FEARLESS

Really, just grab a drink, hang out, and stay confident

SOPHISTICATED

SO | FIS | TI | CATE | ED

MODERN | CULTURED | KNOWLEDGEABLE


IN OTHER WORDS:

having or proceeding from a great deal of worldly experience and knowledge of fashion and culture

Be daring, but stay classy. Grooming is essential.


BRAND ATTRIBUTES HA MI LTON S B AR BER SHOP c o.

MODERN CULTURED KNOWLEDGEABLE be daring but stay classy.

BRAND IMPLEMENTATION

BRAND APPLICATION HAM ILTON S BARBERS H O P co .

When trying to envision the shop and build touch points it was really important to keep in mind the personable qualities that make Hamiltons unique. Like a beer fridge. Whats more personal than that. The point is that it had a certain attitude as well as charm. We asked ourselves how we could maintain the duality between sophistication and approachability in a visual way

BRAND MARK
BRAND APPLICATION HAM ILTON S BARBERS H O P co .

The indexical reference to the shop we landed on was a straight razor. This alludes to the herritage aspects of the brand. Knowing where we came from and holding on to that classism of barbering. Every master barber will tell you, there is nothing more classic than a good ol fashion shave. Aesthetically we hand rendered the icon for the attitude hamiltons embraces.

Appropriate Space

BRAND APPLICATION HAM ILTON S BARBERS H O P co .

Hams signature has been the inspiration for this logotype. once again, using the owners signature as the typographic inspiration, allows us to maintain the personable aspect of the brand.

HAMILTONS BARBERSHOP
SUB LOGO TYPE

HB
SMALL LOGOTYPE REDUCTION
BRAND APPLICATION HAM ILTON S BARBERS H O P co .

Co

CUT & SHAVE


CAMPAIGN TREATMENT & supporting elements

PRODUCT LOGOTYPE

Secondary type lock up can be used whenever spacing of design needs to be less blocky and more horizontal. It is most evident in printed collateral and packaging. When the primary logotype is small the design is reduced to the signature and subhead, void of all supporting elements. HBco references most directly our line of products while the signature references our services. Lastly the classic cut and shave lock up is an example of how the brand can be used in campaigning

BOLD RED

SOLID BLACK

OFF WHITE

AKZIDENZ GROTESK CONDENSED BOLD:

AKZIDENZ GROTESK LIGHT:

CLARENDON LIGHT:

ABCDEFGHIJKLMNOPQ RSTUVWXYZ 0123456789


PRIMARY SUPPORTING

ABCDEFGHIJKLMNOPQRST UVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPQ RSTUVWXYZ abcdefghijklmnopqrstu vwxyz 0123456789

BODY COPY & WEB

SECONDARY TYPE

BRAND APPLICATION HAM ILTON S BARBERS H O P co .

For primary supporting typeface we use AG cond Bold, AG light for body copy and web. Clarendon light is secondary and mainly used as typographic detailing.

ENVELOPE & LETTERHEAD HA MI LTON S B AR BER SHOP c o.

WEBSIT & MOBILE HAM ILTON S BARBERS H O P co .

WEARABLE HA MI LTON S B AR BER SHOP c o.

MENS GROOMING

ARBERSHOP CO. B

TRUST US, WE KNOW HAIR

BRAND ATTRIBUTES HA MI LTON S B AR BER SHOP c o.

VEHICLE BRANDING HAM ILTON S BARBERS H O P co .

Since Hamiltons isnt really the place we would throw uup on a billboard we thought a large hand painted logo lock up using the brand mark and typeface to advertise on the street from the side of the building. The side door simply saying barber. thats it.

VIDEO PROMO CAMPAIGN HAM ILTON S BARBERS H O P co .

a lot of our advertising is done by word of mouth. guys talking to eachother and reccommending the shop. That cant be it though. In addition to hearsay in day to day life we feel like social media will play a huge part in our marketing. Having a website allows us to redirect any newcomers with promo videos and internet campaigns.

MENS GROOMING

ARBERSHOP CO. B

OUR VISION IS TO FULFILL A VOID OF COMRADERY WITHIN THE BOUTIQUE-STYLE BARBERING INDUSTRY. ALL WHILE UPHOLDING UNSURPASSED QUALITY STANDARDS AND TAILORED APPEARANCES WHILE CREATING A MODERNIZED VERSION OF THAT OLD SCHOOL BARBER SHOP.