Gaaf Beauty Salon Design & Branding NOT SOON? CAMPAIGN by Ogilvy & Mather Tokyo

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Industry Beauty Salons & Cosmetic Services
Media Design & Branding
Market Japan
Agency Ogilvy & Mather Tokyo
Designer Chie Katayama
Released February 2011

Credits & Description

Category: Posters
Product/Service: HAIR SALON
Date of First Appearance: Feb 25 2011
Entrant Company: OGILVY & MATHER JAPAN, Tokyo, JAPAN
Creative Director/Copywriter: Hideo Koga (Ogilvy&Mather)
Creative Director/Art Director/Photographer: Naonobu Nakamura (No7. Tokyo)
Designer: Chie Katayama (Ogilvy&Mather)
Media placement: Outdoor Poster - At The Yashiro Station - 25 February 2011

Describe the brief from the client
Differentiate with other beauty salons, drive traffic and communicate their service and technological capabilities.

Describe the challenges and key objectives
Utilise beautiful typography and demonstrate our technological capabilities and high quality.
Express "H.A.I.R." through the disorganized letters and create traffic to Beauty Salon Gaaf through the copy "Isn't it time to do so?"

Describe how you arrived at the final design
We came up with the idea to express Gaaf Beauty salon's technical capabilities through perfect and beautiful typography.
Plus, to communicate the element that messes up beauty, we depicted the letters H.A.I.R. in an disorganized way.
Gaaf Beauty salon solves your hair problems and makes it beautiful.
The tagline "Isn't it time to do so (to be able to style your hair beautifully) helps drive traffic.

Give some indication of how successful the outcome was in the market
Number of inquiries increased by approx. 200%. Even the posters were stolen.