Brand Strategy
Visual Identity
Editorial Direction
E-comPackaging Design
Photoshoot Production
Video Production
Web Design and Development

When we initially partnered with Tenoverten founders Nadine Abramcyk, Adair Ilyinsky, and Jaclyn Ferber, their brand had already established a cult following. Tenoverten is known for their coveted salons in New York City. Outset was entrusted to uncover the essence of who they were and bring that to life across all brand touchpoints. Through extensive strategy work, we unearthed the deeper foundation of Tenoverten. Their clean, modern aesthetic— rooted in art, architecture, human connection, and education— inspired an entirely refreshed identity. 

Our team brought these brand elements passionately to life in production, allowing us to oversee every touchpoint on a macro and micro level. We concepted and designed an extensive packaging system, imagined an entirely new e-commerce site, dense with rich content and product storytelling, renamed current and new products, and established a considered voice to live across all channels. 

This immensely rewarding partnership resulted in a beautiful collaboration that feels true to the ethos of the brand’s history and inspires anyone who comes across their salons, social channels, or site to leave emboldened by the power of the perfect ten.