Supercuts & MLB
Strategy • Retail Campaign
Visual Language • Mark Lockups
Regis Corporation
Regis Corporation entered a multi-year agreement for Supercuts to be the official hair salon of Major League Baseball. To maximize their investment, they wanted to adjust their retail presence with visual and verbal messaging that would resonate with the MLB while still communicating the products and services available at a Supercuts salon. While Regis Corporation has an internal creative department capable of implementation, they were looking for a boost to help get them moving in the right direction.
Stoss began with a strategy for injecting a baseball theme into the Supercuts brand. This strategy also included a look at the entire year with a plan to adjust the messaging over time to connect with key moments in the MLB season as well as other life events. This was followed by a phase of concept development where visual and verbal themes were explored to help find the path that would be taken. The chosen concept was then exercised across in-store and online customer touch points. The final deliverables included a collection of mark lockups, design assets for the visual language, final artwork ready for production, a large collection of headlines and support copy, and ongoing support throughout the season to develop new visuals and copy for additional product and service promotions.
