Theory 88
Artifacts of Process.
Details
Partnered with founder Natasha Glatz to develop the brand strategy and visual identity for Theory 88, an LA-based salon built around ease, style, and community. Led creative direction across identity, social, and launch planning to position the brand as a relaxed, design-forward space that balances personal comfort with a sense of belonging.
Services
Brand Identity
Band Positioning
Campaign Direction
Go-to-Market Strategy
Studio
Paradam Studios
Natasha Glatz -Tash, to everyone who knows her - landed in LA with a vision: a hair salon that feels like your favorite hangout, lounge, and escape all in one. The kind of place you go not just because she knows exactly what you want, but because it offers everything you didn’t realize you needed. And if we’re being honest - which is at the core of Theory 88 - we all need spaces that offer reprieve. A quiet exhale. Nothing is expected of you here. Just let your shoulders - and your hair - down.
At Theory 88, supporting the client’s vision is both a professional practice and an empathetic one. Beauty, here, is a full-body ease - a soft return to the slopes and valleys of a familiar anatomy. Yours, and yours alone. We're not here to reinforce what society asks women to look like. We're here to hold space for the woman who chooses to see herself - clearly, confidently - and like to think it's these, sometimes forgotten, pieces that we give back.
