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As a longstanding and well known iconic barber in Denver’s male grooming community, Ryan Williams wanted to start something new. Something personal, with a European twist all the while focusing first and foremost on aesthetic to attract a new client base all the while maintaining and invigorating existing clients. Together, with business partner Danny Matthews outside of a concept, Dark Rose Club needed a brand, including an informative website to give users a feel of what the brand is, which also allowed for booking and the ability to sell merchandise.

Dark Rose Club

what we did

After a deep dive into culty, European fashion design and high-end worldwide barbershops, we conducted some extensive research into what the Dark Rose Club (DRC) could be, not just on a Denver scale, but as a go-to resource for the world as far as what’s happening, cutting-edge and “cool” in men’s grooming.

We started with a custom typeface for the logo, hand-drawn illustrations and of course multiple variations of a “rose.” Using a type combination of “Cardo” and “Proxima Nova” for print and digital materials, we wanted to create a high-end visual feel while keeping it uniquely dark & masculine.

To build hype for the brand release, we shot and edited a video as a “brand teaser” which housed most of the established brand elements. From there, we moved on with a brand book, print collateral, merchandise and finally website design. We developed the website using WordPress as the CMS, WooCommerce for the eCommerce shop, and closely integrated Square Appointments for client bookings.

Dark Rose Club


  • Logo & Identity
  • Strategy & Positioning
  • Brand Book & Style Guide
  • Voice & Tone
  • Art Direction
  • Illustration & Iconography


  • Prototyping
  • User Experience Design
  • Interface Design
  • Website Development
  • Mobile Development
  • E-commerce


  • Content Strategy & Creation
  • Print Design
  • Photography / Videography
  • Copywriting & SEO
  • Brand Activation


A modern, aesthetically pleasing brand was formed. The website, is now an imperative tool for getting client bookings, both existing and new and the opportunity to scale the Dark Rose concept to a larger level is at the fingertips of the client. Dark Rose Club opened their first location in early September, 2019 in Denver’s RiNo Arts District: 3458 Walnut St, Denver, CO 80205. Ryan, along with business partner, Danny Matthews and their long time friend and shop manager, Natalie Roybal are currently open for business and taking on new clients.

Dark Rose Club
Dark Rose Club
Dark Rose Club
Dark Rose Club
"We're beyond ecstatic with how our branding and business identity have turned out. Brent Thelen Design took our ideas to the next level, in a way we could never had imagined. We feel like Brent is a partner in our business not just a hired service. "
~ Ryan Williams // Owner // Barber Dark Rose Club
All Work