The purpose of this rebranding project was to refresh and modernize the image of Berne Apparel, in order to better appeal to a younger, more diverse customer base.

Through market research and customer surveys, we identified that our target audience was looking for workwear that not only functioned well on the job, but also was priced at a more competitive rate then other workwear manufacturers. In addition, we found that our brand did not resonate well with a diverse range of customer demographics. So our goal was to show more inclusivity in our visual language and become more approachable for all.

To address these issues, we focused on updating our logo and visual identity, which included a new logo mark, streamlined color palette and typography. Our new logo features a more sleek, modern design that conveys strength and durability, while also being highly recognizable to the existing branding, as to not loose any brand awareness that we have acquired in the past years.

In addition to the logo, we also updated the design of our products and packaging. We added new style and colors options that were more fashion-forward and versatile, while still maintaining the high level of functionality and durability that our customers have come to expect from our brand.

Overall, this rebranding project has helped to reposition our company as a serious competitor in the workwear industry, with a strong emphasis on both performance and design. We believe that the new look and feel of our brand will resonate well with our target audience, and help us to attract a wider range of customers.

Berne Apparel's annual full-line product catalog is the one project that the entire marketing team's year revolves around. Involving an extensive mix of product photography, multi-page layout, and creative copywriting, this 150+ page piece takes up roughly half of my working year from start to finish.

When I was given the Art Director position in early 2021, my first priority was a complete overhaul of this catalog (which eventually snowballed into the company's identity redesign that is shown above). I am currently on my third lap of this race, and it never ceases to be equal amounts of challenge and satisfaction.

1. Updating product images: 

High-quality product images are essential for showcasing the features and benefits of a company's products. By using professional photography and appropriate lighting, customers can ore clearly see the details and quality of the products. This can help to build trust and credibility with customers, as well as increase the likelihood of sales with our retail partners.

A well-designed grid helps to organize the catalog so that it is easy to navigate and understand. By using a consistent layout and typography treatment, customers will be able to quickly find the products they are looking for, and understand the various features and benefits of each product. A better grid makes this catalog more user-friendly, resulting in a better customer experience and potentially increasing sales.

The product copy is an important part of the catalog, as it provides customers with information about the products and how they can benefit from them. By rewriting the product copy, the company ensures that it is clear, concise, and informative. Additionally, it is important that the product copy reflects the company's brand tone and voice, so that it is consistent with other marketing materials. This new copy improves the customer's understanding and makes it more likely they will make a purchase.

Overall, redesigning Berne's full-line product catalog improved the customer experience and increased sales by providing customers with high-quality product images, a well-designed grid, and informative product copy. These changes helped the brand to appear more modern and professional, building trust and credibility with customers and ultimately lead to increased sales.