Having a boutique salon in her home, Alyssa is able to offer a unique personal experience with every appointment. Located in Okotoks, Alberta, Alyssa wanted to create a brand for her salon that was professional while remaining approachable and personal to her as a stylist. The calm rejuvenating properties of the teal color palette help to create a comfortable environment for her clients to relax and enjoy their service. Consistent use of the brand colors through both digital and print collateral help to solidify the brand in the clients mind, enhancing recognition and awareness. The brand monogram “US” establishes a friendship with the client through its soft handwritten typography and connects to the personal attention you receive when visiting the salon. Underground Styles brand identity is just like the relationship we have with our hairstylist, professional yet comfortable and familiar, something you want to see and visit over and over again.