Grand Barbershoppe is a Chicago-rooted branding project that began in 2017 as a new-shop identity and evolved into a refined, future-proof brand by 2019. I served as the lead designer, creating the original logo system and later guiding a full logo update as the owner’s vision matured.

Early on, creative direction shifted frequently, which led to inconsistent usage across the brand. Through discovery questions and close collaboration, I translated the owner’s gritty, tough, retro-Chicago influences into a cohesive identity—intentionally keeping it distinct from his brother’s shop, Final Cuts, while still feeling credible and professional.

In 2019, the project moved into a more modern, classic, and timeless direction. I rebuilt the logo system with cleaner structure and stronger long-term usability, then applied it across apparel and shop signage (including window and banner applications). The updated identity helped strengthen recognition, supported increased walk-in traffic and social visibility, and contributed to business growth that led to a new location.