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Matheus Dick Lee
Creative strategist helping brands build worlds and tell stories.

Celebrating the stories behind haircuts

Branding, Content Direction

Team

Branding and Content Direction: Matheus Dick Lee and Laura Zamboni

Design: Gabriela Osilio

Film: Carine Wallauer

Cubo: Jonathas Diniz, Silvia Schultz and Carolina Catafesto

Overview

Cubo is the hair salon where I have been getting my hair cut for the past 10 years. They began in my hometown, Porto Alegre, and due to their technical excellence, unique creative lens, and community-driven mindset, became nationally recognized and a reference in the largest city of Latin America, São Paulo.

To mark their 10th anniversary and consolidate a new moment for the brand they invited us to create a branding and communication strategy, framing their personality, tone of voice and reshaping the brand's visual universe. They felt the need to reinforce their credentials as an expert, culturally connected brand, rooted on the purpose of educating professionals and transforming people lives through hair.

Barbers and hairdressers are considered the most trusted professionals when it comes to mental health advice, with 43% of hairdressers acknowledging their critical role in their clients' mental health. At Cubo, we took this insight further. While most hair salons focus primarily on aesthetics and creating a social atmosphere, Cubo creates an environment that is both welcoming and stimulating - a safe space where people feel cared for, listened to, and empowered to make bold changes.

We developed a brand world based on the Hair History creative lens. Behind a hairstyle there's infinite amount of stories: the moment you are living now, the joys, desires for
expression, but also space to speak frankly about the traumas and marks that hair lets in us. From our strategy work, Cubo started to position itself as more than a hair saloon, but also a hair school and also a research center that understands hair as a natural tool to investigate the world.

Cubo is the hair salon where I have been getting my hair cut for the past 10 years. They began in my hometown, Porto Alegre, and due to their technical excellence, unique creative lens, and community-driven mindset, became nationally recognized and a reference in the largest city of Latin America, São Paulo.

To mark their 10th anniversary and consolidate a new moment for the brand they invited us to create a branding and communication strategy, framing their personality, tone of voice and reshaping the brand's visual universe. They felt the need to reinforce their credentials as an expert, culturally connected brand, rooted on the purpose of educating professionals and transforming people lives through hair.

Barbers and hairdressers are considered the most trusted professionals when it comes to mental health advice, with 43% of hairdressers acknowledging their critical role in their clients' mental health. At Cubo, we took this insight further. While most hair salons focus primarily on aesthetics and creating a social atmosphere, Cubo creates an environment that is both welcoming and stimulating - a safe space where people feel cared for, listened to, and empowered to make bold changes.

We developed a brand world based on the Hair History creative lens. Behind a hairstyle there's infinite amount of stories: the moment you are living now, the joys, desires for
expression, but also space to speak frankly about the traumas and marks that hair lets in us. From our strategy work, Cubo started to position itself as more than a hair saloon, but also a hair school and also a research center that understands hair as a natural tool to investigate the world.

Hair Story

In a curious and documentary manner, Cubo observes hair as a vessel for stories, sensations of care, and desires for expression

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Strategic Content

Cubo’s stories reinforce its values of technical boldness, overflowing sensation and cultural mixture

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This is Cubo

Cubo is made by people and it's ever changing. This is Cubo is a series of whole hearted interviews to express the sensibility of Cubo's expert team.

All Projects
Experience
Adidas Future Gallery
Community
Adidas Superstar
Experience
C&A <3 Pabllo Vittar
Community
C&A Fashion Futures
Experience
Coca-Cola Fashion Straws
Brand
Cubo, Hair Story
Experience
Electrolux Future Homes
Brand
Hood Agency
Community
How to Grow
Community
Melissa, Meio-Fio
Brand
Mor, Molezinha
Brand
Netflix, Tudum
Brand
UY Studio
Contact
matheusdicklee@gmail.com
Phone +55 11 98574-0493
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Linkedin
Matheus Dick Lee
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