Rebranding one of the most respected names in the industry is a bit intimidating and a lot exciting. We wanted to update their brand to reflect who they had become in the industry: a nationally recognized source for innovation, quality and creativity.
Challenge: We needed to begin to evolve the brand to Ruiz (without causing confusion with consumers or losing the brand equity it had earned as Jackson Ruiz).
Solution: We kept the full name but put more emphasis on Ruiz – with a plan to eventually drop the Jackson.
The salon also underwent a renovation at the same time and many of the branding elements were inspired by the colors and design features of the new salon.
While we wanted the brand to have a WOW factor, we also wanted to make sure that it did not distract from the amazing photography that would be featured on their website and with their other collateral.