Full Case Study

The Brief
Savant is a barbershop specializing in non-surgical hair replacement, and the work was a full rebrand. The central challenge was tone: hair loss is a sensitive, personal thing, and the brand had to carry that with discretion rather than calling attention to it. The business itself was built around privacy, with private suites and a discreet entrance option. The identity needed to deliver that same promise: premium and reassuring, a place you'd trust rather than one you'd be embarrassed to be seen at.

The Solve
With a mostly male clientele, the brand needed to lean masculine while staying premium, and that guided my design decisions. I explored a range of logo directions, from stronger and more assertive to cleaner and more refined, and the client landed on the one that resolved the tension: a flared sans serif that reads premium without feeling delicate. Confident, but elevated.

Discretion played a role too. The client requested two versions of the logo: a primary lockup that paired "Savant" with "Hair Replacement," and a secondary that swapped in "Los Angeles." The secondary went on the exterior signage, dropping "Hair Replacement" so passersby couldn't tell what the shop was, and a sidewalk A-frame I designed pointed the curious to the site by QR instead of spelling it out.

I carried the identity through to the website as well, designing the site in Squarespace and applying the full brand across it.