Midnight to Monaco
CULt. / CULt.edu
Creative Direction of the brand identity and film for Brett McDonald’s elegant and contemporary London salon-school-art-space.
At CULt, hair and art are interchangeable.
Everything from the logo, stationery, website, editorial layout, art direction and the brand book had to communicate this message.
The unifying graphic element is the circle, which is used to represent the fluidity between the three core brand values: art, hair-styling and instruction.
The brand has two facets: The public-facing CULt salon & art space, and the school CULt Edu.
Graphically, these elements are differentiated through color; charcoal and oyster, respectively.