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American Crew

Kicking trends and taking names

The Challenge

Establish American Crew as the driving force behind today’s trend-setting male by appealing to the most trusted source —their hairstylists.

Our Role

  • Brand Collateral
  • User Experience
  • Environmental
  • Website Design
  • Digital Advertising
  • Social Strategy
  • Direct Mail
  • Architectural Design

The Solution

Focus the American Crew aesthetic on the classic American male through a raw, simple expression of masculinity and freedom. We created a style that was industrial, unpolished and unapologetic. Our look invited men to engage in a conversation with hairstylists. And we equipped those stylists with the messaging and materials to make American Crew an indispensable component of our audience’s identity.

“EDUCATING MEN ABOUT HOW TO PAIR LIFESTYLE TRENDS WITH GROOMING TECHNIQUES AND PRODUCTS.”

Magazine advertisement featuring a man in a casual suit with great hair, and the words, "Clean it up."Cover of a book with a middle-aged man with great hair and well-trimmed beard.
Several pieces of collateral featuring black and white photographs and stylized typography.Rear shot of a man combing his hair with the words "Introducing Superglue."Black and white photograph of a desert scene featuring a man with great hair, a leather jacket and a Triumph motorcycle.
Stylized typography with the title "The classic groomer."Stylized photograph of a man in a casual suit and a stylized haircut.
Magazine advertisement with stylized typography titled "Men are not born. They're built."Magazine advertisement with stark lighting on a boxer, and the words "The fame, the title, the ring."Photograph of many male-oriented objects sitting on a table, and the title "Lifestyle of the American Crew Man."

The Impact

Focus the American Crew aesthetic on the classic American male through a raw, simple expression of masculinity and freedom. We created a style that was industrial, unpolished and unapologetic. Our look invited men to engage in a conversation with hairstylists. And we equipped those stylists with the messaging and materials to make American Crew an indispensable component of our audience’s identity.