Brand identity, art direction, photography, film and website for CULt, a contemporary salon-school-art-space in london.

For the founder Brett McDonald, CULt is where hair and art are interchangeable. The identity differentiated through color the brand two facets: CULt Salon & Art space, and the School CULt Edu. They are charcoal and oyster, respectively.

The unifying graphic element is the circle, which is used to represent the fluidity between the three core brand values: art, hair-styling and instruction.