Thomas Sturm’s elegant brand for Laura Procaccini channels the warmth and kindness of her practice

Salzburg-based creative Thomas Sturm has collaborated with local hair artist Laura Procaccini to develop a refined identity that delicately mirrors the artistry and elegance of her practice. Sturm turned towards the display serif Romie, from NYC-based type designer Margot Lévêque, as the leading typeface of the identity – providing a fundamental warmth and reserved foundation to build upon. “I decided to use Romie because ever since I came across this typeface,” Sturm tells us, “it was in the back of my head for months, but I didn’t want to force it,” he adds, waiting for the right project to come along. “For Laura Procaccini, it felt like the perfect fit,” he explains, “simply because I felt it perfectly reflects how Laura operates her business,” noting the professionality, elegance and kindness of Laura and her practice. “That is what Romie speaks to me as well,” he adds, “I think Romie just has way more personality than other similar typefaces.” Capitalised in a striking, salient wordmark boldly emblazoned across the brand, Sturm chose to craft a fluid ‘CA’ ligature to sit at the centre of Procaccini’s name. “I created the custom ligature because the standard ligatures that come with the typeface didn’t really do the job for me in this case,” Sturm explains, noting the somewhat “aggressive” tone of Romie’s standard alternative. “I tried to come up with something more subtle and flowy,” he recalls, concluding, “I always aim to create things that can stand the test of time and will hopefully be perceived the same way in a couple of years from now,” steering clear of any trends, fads and tropes.