Material is a small, appointment-only hair salon founded by celebrity colorist Clint Dunlap. After moving home base from New York City to Tampa in 2021, Clint tasked Strange Practice with naming and branding his new venture.

Naming & Brand Identity
A vintage advertisment for Land Rover
A vintage advertisment for Land Rover
Two kayaks in a river at twilight shown as an example of The Blue Hour

Important; Essential; Relevant

Finding the perfect name for a new luxury salon is quite the task — some lean kitschy, see: Curl Up & Dye, or just take the founder’s name. For Clint Dunlap, it needed to convey luxury, without being too exclusive, and to feel at home in Tampa, New York, or Los Angeles. Material checks those boxes, but also has a scientific bend, allowing the business to grow into the beauty product category without requiring a rebrand.

Material’s brand identity is clean, simple, and type-driven. The stark black and white color palette lets the salon’s portfolio speak for itself.



Full case study coming soon

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