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Arndt Benedikt
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Shaping Futures
Highlighting the human touch for a worthwhile cause

visual of shaping futures logo, claim and "hairy" graphic elements
Client
Schwarzkopf Professional
Branch
Beauty
Charity
Services
Brand Strategy
Brand Architecture
Brand Design
Social Media
Explainer Videos
Animation
Printed Matter
visual of shaping futures logo, claim and "hairy" graphic elements

Case Study
Overview

Hair matters. So do younger generations.

Schwarzkopf knows this all too well, which is why it created the “Shaping Futures” programme: it gives disadvantaged young people the chance to learn the vital trade of hairdressing – and change their lives in the process. Since it was founded in 2008, Shaping Futures has helped more than 2,600 young people in 33 countries.

The programme is about lending a helping hand while paving the way for self-empowerment.

This spirit is embodied by the Shaping Futures logo: a strand of hair twisted dynamically into a stylised heart surrounded by a coiffed head of hair. Other hairs unravel, intertwine and create unique shapes that make use of a varied colour palette. The slogan – transforming lives through hairdressing – rightfully takes pride of place front and centre.

graphic displaying the construction of the shaping future logo and claim
excerpt of shaping futures brand book
logo variations of shaping futures with different colors

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graphic of shaping futures corporate colors

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graphic of font Scto Regular A used by shaping futures

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mockup of shaping futures flyers

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mockup of shaping futures website on laptop screens

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© Arndt Benedikt
@studioarndtbenedikt
@arndtbenedikt
Arndt Benedikt
info@arndt-benedikt.de
+49. 69. 27 31 56 80