My Role: Creative Director, Designer & Writer

Client Highlights: A retail brand focused on elevated and sustainable winter accessories needed to build market awareness and support sales as they went to market. Initial offerings were limited-edition scarves made from recycled cashmere garments. Immediate needs included business cards, hang tags and a digital presence for a series of pop up events in 2023.

Challenge: Building a new brand identity that accurately reflects the company’s values of quality, eco-consciousness and creativity. Key objectives include:

• Development of a tone that’s elevated but fresh, with an underlying environmental feel

• Use of sustainable papers and packaging materials

• Ability to personalize as needed

• Flexibility to evolve with additional products over time.

SOLUTION: Starting from the ground up, I identified the brand’s core Archetype mix and articulated it’s unique value proposition. In addition to setting the overall tone of marketing materials, this personality informs the voice and narrative moving forward. I then designed the foundational components of the brand identity: logo, palette, typography, and photography guidelines. Determining the initial media approach included creation of physical assets for live events (hang tags, business cards and promo flyers) and an e-commerce site for online orders. Looking to the future, I developed surface patterns that could be applied as environmental graphics or to event signage and bag designs.