Pearlfisher has created a new brand identity, brand strategy and tone of voice for one of the hair and beauty industries foremost trendsetters and king of colour—Josh Wood.

As Wella Professional Global Creative Director, Colour, Josh Wood is credited as being the most influential and respected hair colourist in the world. And September 2011 sees Josh embark on the most exciting phase of his career to date with the launch of the Josh Wood Atelier in London’s Notting Hill.

The challenge with the brand identity was to focus on the greatness and scope of Josh’s hair colouring expertise whilst also capturing his integrity and values – real, discreet, understated, subtle and authoritative

Pearlfisher Creative Partner, Karen Welman, comments, “We wanted to position Josh as the Master of Colour and also embody what colour represents to both the individual and to the masses—as an emotive, suggestive or symbolic expression. The identity reflects this by taking the form of a simple but stylish master’s signature in muted natural colours punctuated by bright bursts of fluorescent colour through a set of three perfectly drawn ‘o’s’ to signify perfection and balance. The new identity has initially been used across printed materials and we have set the style for how the identity comes to life within the interiors of the Atelier.”

Josh Wood says of the new corporate identity, “Working with Pearlfisher was a creative process which gave the brand direction and focus. They understood the nuances needed and have created a strong visual reference for the brand and the Atelier.”