Typography
Poppins adds friendly geometric clarity, while Figtree provides warm, approachable balance for comfortable, modern readability.
Poppins (heading)
Figtree Medium (sub-heading)
Figtree Regular (body text)
0123456789
Color Palette
#008A6E
#00B3A8
#4A4A4A
#1A1A1A
#F0F0F0
Strategy
The strategy centers on creating an immersive brand ecosystem that makes inclusivity an experience, not just a claim. This is achieved through gender-neutral service design, a serene physical space as a brand landmark, and digital storytelling that highlights craft and transformation. We'll build a stylist-led culture of expertise, foster community through education and events, and pursue strategic partnerships with aligned fashion and lifestyle brands to cement RIME as a cultural authority in modern grooming.
Objective
The brand's objective is to establish RIME as the definitive leader in the gender-neutral salon category, achieving both cultural relevance and commercial success. Business-wise, it aims to capture premium market share through a differentiated service model and build a scalable blueprint for expansion. For the founders, the entrepreneurial journey is about validating a vision for inclusive beauty, creating a workplace that empowers stylist-artists, and proving that a principles-first approach can build a profitable, industry-changing brand.
Tech Startup CEO
David Chen
"Efficiency and expertise are everything. My appearance needs to be impeccable without the traditional fuss."
David operates in high-stakes environments where first impressions matter. While he values a premium, precise grooming service, he feels out of place in overly masculine "old boys' club" barbershops and finds traditional spas too ornate. He sees his personal style as an extension of his brand: clean, innovative, and effective.
Goals :
Receive consistent, precision haircuts and grooming from a certified expert.
Enjoy a streamlined, efficient experience in a calm, professional environment.
Avoid stereotypical gendered trappings and feel comfortable in a modern, design-forward space.
Kai Morrison
Graphic Designer
"My style is my art. I need a salon that sees the canvas, not a gender."
Kai's personal expression is fluid, blending traditionally masculine and feminine aesthetics into a unique signature. For Kai, grooming is a vital part of their creative identity and mental well-being. They seek not just a haircut, but a collaborator—an expert who listens, understands texture and form, and helps execute a vision without bias.
Goals :
Find a safe, affirming space free from assumptions or binary language.
Work with a technically skilled stylist who treats hair as a medium for artistic expression.
Experience a serene, aesthetically focused environment that aligns with their design sensibility.
Audience
RIME speaks to a spectrum of clients united by mindset, not demographics. This includes the non-binary and LGBTQ+ community seeking affirmation; style-conscious professionals who value minimalist aesthetics and efficiency; creative individuals who treat their appearance as a dynamic canvas; and anyone disillusioned by the stereotyped, overly feminine or masculine environments of traditional salons. They seek not just a haircut, but a collaborative partnership with an expert in an environment that feels both elevated and profoundly welcoming.
Challenge
The primary challenge was dismantling deeply ingrained industry binaries to create a genuinely inclusive space, avoiding mere androgyny. We had to forge a brand identity that felt both precise and warm, minimalist yet welcoming—appealing equally to clients across the gender spectrum. The design needed to communicate expert craft without clinical coldness, and foster a sense of serene belonging without defaulting to stereotypical salon luxury. It was a tightrope walk between radical clarity and universal appeal.
Introduction
"Beauty defined not by gender, but by individual expression and refined craft."
Project: Complete Brand Identity for a Gender-Neutral, Modern Salon
Time Taken: 9 weeks
Deliverables: Brand Strategy, Visual Identity, Naming, Interior Design Guidelines, Digital Ecosystem
Background: The traditional salon industry remains sharply divided along gendered lines—"beauty salons" for women and "barber shops" for men—creating exclusionary spaces that fail to serve a growing audience seeking quality hair and grooming services based on personal style, not gender identity. RIME was conceived to dissolve this binary, creating a sanctuary where expertise, aesthetics, and self-expression converge without labels.
Conclusion
Forging a New Category: How Inclusive Principles and Minimalist Design Redefined Salon Luxury for All.
By courageously rejecting outdated gendered conventions and instead building a brand around the universal pillars of craft, clarity, and individual expression, RIME didn't just find a niche—it created a new category. The identity system, from its monochrome precision to its serene spatial experience, acts as a seamless and authentic container for this philosophy. RIME is no longer just a salon; it is a statement, setting a new standard for the inclusive, design-led, and expert-focused future of personal care.
Color Palette
#008A6E
#00B3A8
#4A4A4A
#1A1A1A
#F0F0F0
Strategy
The strategy centers on creating an immersive brand ecosystem that makes inclusivity an experience, not just a claim. This is achieved through gender-neutral service design, a serene physical space as a brand landmark, and digital storytelling that highlights craft and transformation. We'll build a stylist-led culture of expertise, foster community through education and events, and pursue strategic partnerships with aligned fashion and lifestyle brands to cement RIME as a cultural authority in modern grooming.
Objective
The brand's objective is to establish RIME as the definitive leader in the gender-neutral salon category, achieving both cultural relevance and commercial success. Business-wise, it aims to capture premium market share through a differentiated service model and build a scalable blueprint for expansion. For the founders, the entrepreneurial journey is about validating a vision for inclusive beauty, creating a workplace that empowers stylist-artists, and proving that a principles-first approach can build a profitable, industry-changing brand.
Tech Startup CEO
David Chen
"Efficiency and expertise are everything. My appearance needs to be impeccable without the traditional fuss."
David operates in high-stakes environments where first impressions matter. While he values a premium, precise grooming service, he feels out of place in overly masculine "old boys' club" barbershops and finds traditional spas too ornate. He sees his personal style as an extension of his brand: clean, innovative, and effective.
Goals :
Receive consistent, precision haircuts and grooming from a certified expert.
Enjoy a streamlined, efficient experience in a calm, professional environment.
Avoid stereotypical gendered trappings and feel comfortable in a modern, design-forward space.
Kai Morrison
Graphic Designer
"My style is my art. I need a salon that sees the canvas, not a gender."
Kai's personal expression is fluid, blending traditionally masculine and feminine aesthetics into a unique signature. For Kai, grooming is a vital part of their creative identity and mental well-being. They seek not just a haircut, but a collaborator—an expert who listens, understands texture and form, and helps execute a vision without bias.
Goals :
Find a safe, affirming space free from assumptions or binary language.
Work with a technically skilled stylist who treats hair as a medium for artistic expression.
Experience a serene, aesthetically focused environment that aligns with their design sensibility.
Audience
RIME speaks to a spectrum of clients united by mindset, not demographics. This includes the non-binary and LGBTQ+ community seeking affirmation; style-conscious professionals who value minimalist aesthetics and efficiency; creative individuals who treat their appearance as a dynamic canvas; and anyone disillusioned by the stereotyped, overly feminine or masculine environments of traditional salons. They seek not just a haircut, but a collaborative partnership with an expert in an environment that feels both elevated and profoundly welcoming.
Challenge
The primary challenge was dismantling deeply ingrained industry binaries to create a genuinely inclusive space, avoiding mere androgyny. We had to forge a brand identity that felt both precise and warm, minimalist yet welcoming—appealing equally to clients across the gender spectrum. The design needed to communicate expert craft without clinical coldness, and foster a sense of serene belonging without defaulting to stereotypical salon luxury. It was a tightrope walk between radical clarity and universal appeal.
Introduction
"Beauty defined not by gender, but by individual expression and refined craft."
Project: Complete Brand Identity for a Gender-Neutral, Modern Salon
Time Taken: 9 weeks
Deliverables: Brand Strategy, Visual Identity, Naming, Interior Design Guidelines, Digital Ecosystem
Background: The traditional salon industry remains sharply divided along gendered lines—"beauty salons" for women and "barber shops" for men—creating exclusionary spaces that fail to serve a growing audience seeking quality hair and grooming services based on personal style, not gender identity. RIME was conceived to dissolve this binary, creating a sanctuary where expertise, aesthetics, and self-expression converge without labels.
Conclusion
Forging a New Category: How Inclusive Principles and Minimalist Design Redefined Salon Luxury for All.
By courageously rejecting outdated gendered conventions and instead building a brand around the universal pillars of craft, clarity, and individual expression, RIME didn't just find a niche—it created a new category. The identity system, from its monochrome precision to its serene spatial experience, acts as a seamless and authentic container for this philosophy. RIME is no longer just a salon; it is a statement, setting a new standard for the inclusive, design-led, and expert-focused future of personal care.
Typography
Poppins adds friendly geometric clarity, while Figtree provides warm, approachable balance for comfortable, modern readability.
Poppins (heading)
Figtree Medium (sub-heading)
Figtree Regular (body text)
0123456789
Color Palette
#008A6E
#00B3A8
#4A4A4A
#1A1A1A
#F0F0F0
Strategy
The strategy centers on creating an immersive brand ecosystem that makes inclusivity an experience, not just a claim. This is achieved through gender-neutral service design, a serene physical space as a brand landmark, and digital storytelling that highlights craft and transformation. We'll build a stylist-led culture of expertise, foster community through education and events, and pursue strategic partnerships with aligned fashion and lifestyle brands to cement RIME as a cultural authority in modern grooming.
Objective
The brand's objective is to establish RIME as the definitive leader in the gender-neutral salon category, achieving both cultural relevance and commercial success. Business-wise, it aims to capture premium market share through a differentiated service model and build a scalable blueprint for expansion. For the founders, the entrepreneurial journey is about validating a vision for inclusive beauty, creating a workplace that empowers stylist-artists, and proving that a principles-first approach can build a profitable, industry-changing brand.
Tech Startup CEO
David Chen
"Efficiency and expertise are everything. My appearance needs to be impeccable without the traditional fuss."
David operates in high-stakes environments where first impressions matter. While he values a premium, precise grooming service, he feels out of place in overly masculine "old boys' club" barbershops and finds traditional spas too ornate. He sees his personal style as an extension of his brand: clean, innovative, and effective.
Goals :
Receive consistent, precision haircuts and grooming from a certified expert.
Enjoy a streamlined, efficient experience in a calm, professional environment.
Avoid stereotypical gendered trappings and feel comfortable in a modern, design-forward space.
Kai Morrison
Graphic Designer
"My style is my art. I need a salon that sees the canvas, not a gender."
Kai's personal expression is fluid, blending traditionally masculine and feminine aesthetics into a unique signature. For Kai, grooming is a vital part of their creative identity and mental well-being. They seek not just a haircut, but a collaborator—an expert who listens, understands texture and form, and helps execute a vision without bias.
Goals :
Find a safe, affirming space free from assumptions or binary language.
Work with a technically skilled stylist who treats hair as a medium for artistic expression.
Experience a serene, aesthetically focused environment that aligns with their design sensibility.
Audience
RIME speaks to a spectrum of clients united by mindset, not demographics. This includes the non-binary and LGBTQ+ community seeking affirmation; style-conscious professionals who value minimalist aesthetics and efficiency; creative individuals who treat their appearance as a dynamic canvas; and anyone disillusioned by the stereotyped, overly feminine or masculine environments of traditional salons. They seek not just a haircut, but a collaborative partnership with an expert in an environment that feels both elevated and profoundly welcoming.
Challenge
The primary challenge was dismantling deeply ingrained industry binaries to create a genuinely inclusive space, avoiding mere androgyny. We had to forge a brand identity that felt both precise and warm, minimalist yet welcoming—appealing equally to clients across the gender spectrum. The design needed to communicate expert craft without clinical coldness, and foster a sense of serene belonging without defaulting to stereotypical salon luxury. It was a tightrope walk between radical clarity and universal appeal.
Introduction
"Beauty defined not by gender, but by individual expression and refined craft"
Project: Complete Brand Identity for a Gender-Neutral, Modern Salon
Time Taken: 9 weeks
Deliverables: Brand Strategy, Visual Identity, Naming, Interior Design Guidelines, Digital Ecosystem
Background: The traditional salon industry remains sharply divided along gendered lines—"beauty salons" for women and "barber shops" for men—creating exclusionary spaces that fail to serve a growing audience seeking quality hair and grooming services based on personal style, not gender identity. RIME was conceived to dissolve this binary, creating a sanctuary where expertise, aesthetics, and self-expression converge without labels.
Conclusion
Forging a New Category: How Inclusive Principles and Minimalist Design Redefined Salon Luxury for All.
By courageously rejecting outdated gendered conventions and instead building a brand around the universal pillars of craft, clarity, and individual expression, RIME didn't just find a niche—it created a new category. The identity system, from its monochrome precision to its serene spatial experience, acts as a seamless and authentic container for this philosophy. RIME is no longer just a salon; it is a statement, setting a new standard for the inclusive, design-led, and expert-focused future of personal care.