Our client, a salon owner and photographer, wanted to develop an approachable and contemporary consultation look–book for salons that showed real people with wearable hair. We developed the title and identity to represent the idea that style is neither hi nor lo and is as diverse and varied as the people that fashion it and wear it. Hair can be intense or subdued, hi-falutin or lo-rent. It doesn’t matter where it comes from as long as you wear it with confidence. The blasted out fleshtones of the hi-fidelity photos focus attention on the hair color and texture, contasted with the lo-fidelity facades and interiors of classic barbershops and beauty salons. These hairstyles are achievable in any setting. The screenprinted vinyl cover is both durable for the salon environment and reminiscent of the salons themselves.