Kira Leadholm - Atlas Salon

TUrning patrick nagel paintings into a brand identity

Intro: Atlas Salon, an alternative hair studio in Chicago, IL, contracted me to help with their rebrand. This project involved end-to-end branding, from initial research and exploration through print production.

Skills/applications: Print design and production (services menu, posters), social media graphics, visual identity, logo design

Tools: InDesign, Photoshop, Illustrator, Procreate, Figma

Process

I began by sitting down with my client, the salon's owner, to understand her vision, needs, and goals. She expressed that she wanted a visual identity that felt welcoming to a diversity of clients, and that she was inspired by the globe (hence Atlas Salon), 90s design motifs, and Patrick Nagel's paintings.

After iterating on several design mockups and client personas, we decided on a visual identity built around circles and curvilinear shapes — based on the globe — and a color palette that marries vibrant 90s-inspired hues with the subdued tones of Patrick Nagel's art. We opted for lowercase type in the brand logo to signify that Atlas Salon is a welcoming studio for people from all walks of life.

In addition to overseeing the brand, I turned the client personas into Patrick Nagel-inspired illustrations based on my client's portfolio. This gave us an opportunity to reference the brand colors while helping prospective clients' envision themselves at Atlas Salon.