A Common Thread
Brand expression
Working with a specialty retailer, I had the unique opportunity to directly influence many facets of the store operation.
After assessing the marketplace and our presence in our customers' lives and the creative community at large, I developed a brand message and balanced it across four major experience points – visual identity, program, voice and engagement – to engage, inform, empower and attract customers.
This experience illustrates the power of a strong, actionable brand message and the variety of opportunities to express it.
This graphic represents the store's brand message, balanced across four major experience points – visual identity, program, voice and engagement – to engage, inform, empower and attract customers.
I create copy, photography and layout for this 32-page digest of classes and events, produced three times a year.
The website design called for an organizational structure that allowed easy re-purposing of the photography and graphics from the class catalog. To add a friendly, personal element I engaged a caricaturist to create inexpensive portraits of our staff members. After completing periodic updates to keyword research, the caricatures and graphics are paired with text written specifically for search.
Advertisements in consumer publications and show catalogs reflect the stores’ recognizable and adaptable graphic style.
Images from current class catalogs are repurposed as header graphics for the store’s email marketing program.
