Challenge
Boardroom Salon for Men invented the membership-based, upscale salon-for-men concept in the DFW Metroplex, in 2004. By 2021, many imitators had jumped on their idea and crowded the market. We were challenged with rebranding and repositioning this innovator to reclaim their seminal status in the industry.
Discovery
Our first step was taking the brand through our proprietary GoDo Brand Truth Session and establishing an archetype and tone. With that established we looked hard into whether their qualifier as a “Salon for Men” was still needed and relevant in today’s social climate where any insinuating boardrooms are for men only.
Activation
The Boardroom name had garnered almost 20 years of brand equity, so rather than moving away from the name, we shifted the qualifier to position the brand in a direct manner. Our stylists offer a service a step above a barber, and with the always-complimentary beer of choice, a lounge is where we perform our craft. With a newly positioned name – Boardroom Styling Lounge – in place, we created a visual identity that pays homage to the legacy brand and propels it into the future.
With the new brand identity in place, the next and equally important task of evaluating the brand’s internal culture was launched. Be sure to explore our Boardroom culture work here.