In the days of yore…

I was newly graduated & wretchedly unemployed. COVID-19 had the world in a standstill, & George Flloyd’s murder had my homecity ablaze for weeks.

A local hair salon had been broken into, a misfortune many storefronts faced that summer. Blondeluxe put out a call for help on Instagram: they needed a new front door, & they needed to make a statement of solidarity to the world. While the salon & most of Minneapolis slept, I spent a week of early mornings shaping their brand slogan into a strong, simple, & very relevant message for the times.

Blondeluxe replaced their front door with a real glass one long, long ago. But I will never forget the sense of purpose this project gave me during a time when so much of my life was out of my hands.