SQUIRE — BRAND REFRESH + EXPANSION

As SQUIRE approached a critical growth phase, the brand needed to evolve—expanding its system while sharpening its positioning, identity, and message. We began with deep field research, immersing ourselves in the barber community at the CT Barber Expo to understand the realities, ambitions, and challenges across every stage of a barber’s career.

Insights from this research informed a differentiated brand platform, supported by a competitive landscape audit, manifesto, and opportunity analysis. The work culminated in a refreshed visual and verbal identity designed to clearly articulate SQUIRE’s value and leadership within the category.

Impact: $1B+ in transaction volume · Recognized as the next Black-owned unicorn

Agency: West