“Effortless” Beauty

As a studio known for brand/identity work, it may come as a surprise that we also understand the delicacy of eye-liner and lip gloss.

Beast: pre-production
Our latest work for Daired’s Salon and Spa Pangea allowed us to bring not just our knowledge of print design to the table, but art direction, production, and overall scope vs cost planning. We cast the models, selected the photographer, hired a wardrobe stylist, scouted the locations, planned the shot-list, coordinated travel, established lighting conditions and style for the shoot, collaborated with Daired’s stylists on site, developed the layout and typography, retouched the images, and assessed the client’s prior printing costs.

So while we labored over the tone of the blush and fit of the dress, we also sought to improve the performance of the brochure and save money on future reprints.

Beauty: post-production
We’ve worked for Daired before, but our goal this time was to be reductive rather than decorative. Their old brochure focused on the ugly—sometimes frightening—methods of keeping people beautiful. We wanted to shift the focus to the delight that lives at the end of the process.

We kept things natural, fresh, clean, unencumbered, bright, vital; from people to print work. We stripped the package of all adornment. For the models, accessories and shoes were not allowed, and no illustrations or arbitrary gestures were included in the brochure. We enlarged the text from their prior brochure, moved to a more legible typeface, and improved headings and subheadings. We chose Herb Lubalin’s Avant Garde typeface not because it is trendy, but because it most closely resembles the client’s logo.

The final result is an easily read, well crafted brochure with photography by Ryan Vaughn and subtle shifts in material, type, and imagery that engage the eye.

Of the final product, Daired Ogle remarked

“I love the mood and story that you’ve given us.”

View the complete brochure in PDF format here.

Creative Director: Jett Butler
Preproduction Coordination: Sissy Emmons and Jett Butler
Postproduction Editing: Sissy Emmons and Jett Butler
Layout and Print Design: Melissa Martin, Jett Butler, and Sissy Emmons
Photography: Ryan Vaughn, Might Studio
Photographer’s Assitant: Todd Sapio
Wardrobe Stylist: Caroline Karlen
Hair & Makeup: Daired’s Salon
Models: Caitlin Wehrle and Emily Kaye for Acclaim Talent Agency
Paper Representation: Jessica Philips for Clampitt
Printer: The Whitley Company
Location Scouting: FÖDA Studio
Shot on location at Daired’s garden in Arlington, Texas and a freshly bailed field just outside of Hillsboro, Texas.