Some Days' fluid identity for FACULTY embraces the ever-evolving state of masculinity

Through their portfolio of men’s-only grooming products, FACULTY champions the ‘New Wave Masculine’. Beginning with MOSS, a lush green nail lacquer reminiscent of a walk through the trees, they are challenging what exactly it means to be a man; and they’re all for those that don’t know the answer, as it’s the start of the conversation that matters. During the process of looking for an agency to help with the launch of his brand, Co-Founder Umar Elbably met Oakland-based creative studio Some Days through mutual friendships with Bolt and AUFI. “Umar and I immediately clicked after meeting”, Some Days Creative Director Steve Reinmuth tells us, “they were trying to do something bold and new, and we wanted to be a part of it”. Commissioned to develop FACULTY’s brand strategy, naming, visual identity, copywriting, packaging, photo art direction and website, SOME DAYS’ concept stems from the ever-evolving, multi-faceted state of masculinity. They started with the name, which Reinmuth reveals “came from the idea of turning traditional hierarchies and exclusive clubs on their head”, while “its dual meaning as ‘an inherent physical or mental power’ was also spot on”.