It all began years ago with a curious young boy in Istanbul, Turkey. Spending summers in his parent's luxury salon, Ergun Tercan, salon founder, was immediately fascinated with the energy of the beauty world. He saw the way his father greeted his customers by name, with a smile and a hug and he noted the confidence that radiated from customers who became a part of the Tercan family. After attending cosmetology school and moving to the United States, Ergun began privately cutting hair for close friends and family. During this time, a woman came to Ergun after a haircut and told him that she hadn’t felt as beautiful as he had made her feel in years. Suddenly, Ergun remembered the way his parent's customers would gleam with self-confidence as they thanked his parents for taking the time to help them discover their individual beauty.
Inspired by these experiences, Ergun began the journey of encouraging confidence and promoting self-worth by recognizing the power of empathy and individuality in a high-end salon setting. He established Ergun Tercan European Salon in 2006 where he focused his attention on the needs of his individual clients as he observed his parents do. Ultimately, the goal was to make men and women feel great about themselves.
This project was an extensive rebrand where I had the opportunity to work with business owners as well as clientele to craft brand position and differentiation statements, mission statement, brand story, responsive logos, brand imagery guidelines, web style guidelines, and two touchpoints (website & event advert). All rebrand deliverables were tested and vetted with the salon's identified target audience.