For me, the process of branding feels like nurturing a friendship. It starts with conversation. You connect on values, wants and desires, and you honor those values with work that reflects them. When asked to help brand No Harm, a newly launched vegan-founded barber and salon, this approach informed every step of the process. From the initial exploratory phase, to design and collaboration (special thanks to the amazing Koji Minami for his hand-lettered contributions), I tried to treat them with the care and creative spirit they infuse into every cut, shave and color, as well as the fun and love that they share with each other.

I always spend time familiarizing myself with the brand owner and stakeholders, and make it a point to focus on and fully understand their values. I began with an open ear and mind, asking Andy and Anita to describe their company, themselves and their aspirations, distilled those down to a set of brand values and began my search for visual inspiration. I then cast a wide net, and hone in on a north star aesthetic, or visual feeling.