Brand management & design for the master of steel.

Josh Hadar

Josh Hadar first found notoriety working out of his small, standalone studio on Broome Street in Soho. He took found steel, then bending, welding and polishing it, he created some of the most striking pieces of art on wheels this City has seen. Theses bikes and trikes are not only exquisite to look at, but fun to ride and surprisingly practical for dense urban living. They're not "hogs" like a Harley… what motorcycle has a solar charged battery that silently powers it to speeds of 45 mph? No, these were a new breed—something the likes of which noone had seen. From a distance they are other-wordly, like an H.R. Giger lifeform gliding down the street. Up close, the size, detail,

Josh's art is not only a visual statement, but an environmental one. It advances the notion that the metropolitan lifestyle can be sustainable by responsibly fusing technology and art.

Josh Hadar
Photos by Bruce Weber for T Magazine

Inspired to take this idea further and excited by the possibilities of solar power, Josh found himself birthing intricate metal sculptures of trees for use in an urban environment.

The little concrete structure on the lot in Soho resisted the push of condominium developers for years. The lease finally expired and the landlord sold-out. As the bulldozers rolled in, Josh shook his head and muttered: "and so ends the art scene in ****ing Soho."

Josh Hadar
Josh Hadar at his studio in Soho. Photo by Tony Gale

Josh quickly found a new larger shop in Brooklyn and using his familiar metalworking methods, continued his work with renewed vigor and continuing success. The notoriety of his tree sculptures now rival the popularity of his bikes, with permanent installations in the courtyard of the InterContinental Hotel in Times Square and the E.c.ho. Hotel in Milan, Italy, along with a public display in front of the iconic Flatiron Building at Broadway and Fifth Ave.

Josh Hadar
The Grove Photo by Peter Reitzfeld

Creating communications for Josh was never about us designing a flashy brand to impress anyone with how many bells-and-whistles we could add to him and his work. The most admired art in-and-of-itself will never need anything to prop it up— and every piece Josh creates stands on its own two—or three—wheels.

Art does need a “frame”. This is presentation. This is the brand. It should reflect the aspirations and craftsmanship of the artists, as the art itself does.

Though this approach of 'let the art shine' isn't uncommon to a portfolio of a photographer, artist, or fashion model, too often the designers miss an opportunity to elevate their client's personal brand. Just like art evokes certain emotions, so will its frame.

In the case of the website, the frame adapted to the device in your hand and morphed based on the artwork being displayed.

Making every piece of collateral that Josh's work appeared in part of the experience was the directive we worked under: every event, every social media post, not letting the communications themselves get in the way of the brand is more challenging than most communication professionals like to believe.

From the beginning of the relatioonship, that is what we wanted Beck & Stone to be: makers, crafting the frame around the masterpiece that is the work—and the person—of Josh Hadar. &