Present a new beauty salon.

No gorgeous women in sexy poses. No pictures of beautiful hair, as seen in 100% of shampoo ads. Two series of posters, where typography was the main character, were created to communicate this salon. In the first series, the capital letters worked as metaphors of our appearance. In the second, we looked for inspiration in calligraphy notebooks.

Posters placed in malls and stores in the same region of the salon, made the frequency rise around 37%. And what’s best, all women who went to the salon became faithful clients…