Changing course.
Navy Exchange (NEX), wanted to give it’s salon brand a fresh look. Helping Chalk, we worked to give it a complete overhaul.
WORKING WITH: Chalk 242
CREATIVE DIRECTION: Chalk team & Bernie Deshaies
ART DIRECTION: Bernie Deshaies & Chalk team
DESIGN: Bernie Deshaies & Chalk team
COPY: Chalk team
Brand ID
Starting with components already present in the NEX brand, we started the discovery phase by finding ways we could mix Navy related motifs with those of a salon.
Color
Stemming from the NEX palette, we altered and expanded the palette to be flexible and unique to the new identity.
Mark
After exploring numerous ways to connect Navy motifs to the salon, we landed on this client-favorite. A mark that creates a salon shear through a subtle reference to a porthole.
Logo
Paired with the name, we created multiple lockups for versatility.
Textures
Illustrating wavy, hair-like textures we created an added layer to the identity that are inspired by the movement of water.
With the identity in tact, we polished off direction for the interiors of the salon as well as a few other touchpoints to display how it can translate across brand touchpoints.
Created in collaboration with a sketch artist
Created in collaboration with a sketch artist