Challenge:
To create a masterbrand to oversee a portfolio of product/service brands to compete in a 20 billion dollar category.

Opal Concepts is the second largest owner and operator of hair salons in the world. GO worked closely with the company's founder to create the first company salon concept, American Hair Force, in Las Vegas. Based on the success of the chain, Ted Nelson, the company's founder and CEO secured the backing of Allen and Company. To drive growth he began to acquire national and regional brands including Fantastic Sams, Haircuts Plus, and Hair by Stewarts. The challenge was to replace American Hair Force with a new corporate name that would accommodate a portfolio of branded salon concepts.

Solution:
The name "Opal Concepts" was selected after exploring hundreds of alternatives. The Opal is a silicon gemstone that comes in all shapes and sizes and becomes more beautiful as it is polished. The company's CEO equated this to the nature and talents of the thousands of stylists in the company's salons. The word "Concepts" represents a design-solutions theme that the parent company strives to bring to its salons and franchisees. With the name Opal Concepts secured, GO was charged with designing the corporate identity, the graphic standards manual, marketing communications materials, and subsequent packaging.