Below is the logo and style guide I developed for the fictional fashion retail store, Solstice. Solstice is geared toward a modern, fashionable, witchy and gothic consumer. The logo features a crescent moon and a circle, which are both symbols that hold meaning for the target audience. The name "Solstice" also speaks to those living a witchy lifestyle.   

Below is a mockup of the exterior sign of a Solstice store inside a shopping mall or shopping center. The sign is dark, classy, and backlit, giving it a feel that is modern and on-brand.

The hang tags I designed can be seen below. These would come in different brand colors and be attached to items such as clothing, bags, and accessories.

The design of the shopping bags for the store can be seen below. These come in different brand colors and feature silver foil printing.

Concept mockups of indoor signage can be seen below. These would be placed in locations around Solstice retail stores. Photography in these ads are from a third party source and used under CreativeCommons license (educational use).

Below is a sample page of the Solstice online store, featuring a minimal e-commerce design. Photography of the fashion models were used from a third party source under CreativeCommons.

The first image below features Facebook advertising and promoted posts for Solstice. The ads target users within 35 miles of each store who have expressed interest in pages and media related to witches, fashion, goth fashion, vampires, magic, astrology, and more.

Below is a sample ad on Pandora radio. Digital ads like these would appear on websites where the target audience would visit for entertainment or education. The ads were direct users to the online store and would be placed through Google AdWords or partner sites directly.