American Crew Brand Equity Campaign

For decades, American Crew was virtually the only salon brand catering exclusively to men. But as the potential in the men’s grooming market became increasingly apparent, so too did the competition. Which is why American Crew asked for our help securing the brand’s position at the top of the men’s grooming food chain.

To start, we reimagined their annual style selector (the kind of lookbook a salon will often keep in their waiting area) and dreamed up something far more editorial than the traditional menu of headshots. We took the brand’s seasonal styles out of the studio and into the real world, weaving them into articles about classically masculine professions and pastimes, like boxing, daily training regimens, and street photography. Then we packaged those style selectors with salon posters that showcased masculine sentiments—rather than hairstyles. And finally, we developed an online style finder designed to help men find their next look based on how they see themselves. Because American Crew has been in the grooming game long enough to know that a great haircut is one that fits a client’s head shape at least as well as it fits their lifestyle—which is precisely what makes them the Official Supplier to Men™.