Dismantle – 6pp Gate Fold Flat Catalogue

Dismantle is a hair seminar run by the friendly folk at Sweet Caroline hair design.  Sweet Caroline, located in the hearty Melbourne suburb of South Yarra, is an award winning salon aiming to ‘bend the rules to uncover authentic and endlessly unique possibilities, creating looks that reflect our client’s individuality’.  They take quite a unique approach towards hair, ultimately inspired by the customer’s persona and style and guided by their experience and passion for the art of hairdressing.  They also have an in-salon makeup service and nifty sms club which allows customers to snatch up those last-minute appointments -as if the whole experience didn’t sound tempting to us already (excuse us while we book flights).  The seminar aims to be a ‘stimulating, informative audio visual and practical presentation that aims to ‘dismantle’ conventional thinking and propel exciting new directions in the industry.  Sounds like quite a nice little thing to invest some time into right? The crew at Sweet Caroline came to us wanting a gate fold style of catalogue that encapsulated their vision and theme for Dismantle, which centres around ‘an attitude, a way of looking at the world, a do it yourself ethos that radiates creativity and a healthy disrespect for traditional notions of what looks good.’  We collaborated  with good friend of the studio, Helen Neville to design and print the 6pp brochure, using fluoro colour, bold imagery and type which upon first glance, grabs your attention, compelling you to fold open the cover and discover what is hidden within the pages.  The ‘Dismantle’ which illustrates Sweet Caroline’s distinctive style and the heart of the ‘Dismantle’ seminar, tearing down ordinary, conventional ways of thinking and inspiring new ones.  We love being challenged on new ways of thinking.  Got some ideas that you would like to see come into fruition? Drop us a line.

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Radi Safi

by Radi Safi

Radi Safi is the Creative Director at IYBI. In 2012 he launched Happy, a music blog and media company.
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