FIRM was created by our team as a brand for men. Each and every part of FIRM exudes those real-life values that are relevant to men. It is an ascetic and precise brand whose outward image is intensely complete. Launched in 2012 as a brand for a small barbershop, in just 3 years FIRM quickly became a market leader in the industry and still remains the number one brand for men in local markets. As of today FIRM operates in 4 countries and has 8 branches. 

Background
Before FIRM was created all men where having their haircuts in unisex hairdressers as the Ukraine market did not offer any specific places just men.

Insight
A man needs support in his deeds. A man's life is a hard one. He has to struggle, to defend his interests, and the interests of the family. In some moments you could feel yourself lost. Without support or appreciation. And there are only two ways - continue to do what you were doing or give up. FIRM helps to continue along the hard path and towards the goals in front of you by supporting and cultivating a true man's values.

Idea
To create a place, where every man could really feel and be himself. To do away with the typical aesthetics of hairdressing saloons which often offer feigned luxury and special treatment.

Strategy 
To articulate, promote and support basic male values, such as honour, freedom, bravery. All this whilst not mentioning anything about services or haircuts, but to grow a brand which will become a friend and a supporter. 

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Jobs done:

— Brand identity
— Brand positioning statements
— Interior design concept guidelines
— Customer experience guidelines
— Business strategy
— Marketing strategy
— Communication plans
— Marketing activities
— Creative and operational production supervision

Credentials:

Creative strategy — Boris Zelenkevich
Marketing strategy — Anton Maksakov

Production:

Freedom of Choice film — BURO
Andrey Zhulidin: designer, illustrator

http://www.firmbarbershop.com