ROLE: Creative Director and Designer
As creative director, I took the outlined brand strategy and put feet to it, collaborating to define the foundational values and voice, then leading the design of a reimagined brand experience – logo, visual language, photography direction, retail store environment, website design, messaging, and story.
Logo Design
Evolving from staid and intricate to refreshed and simplified while retaining the familiarity and brand equity of the original.
Before
After
Photography Direction
Recasting the approach to lifestyle photography – previously it was formal and polished, now it is candid and natural.
Before BRAND REFRESH
After
Visual Language
Evolving the graphic style to simple and spirited. Developing a color palette, typography, and relevent iconography to frame our story.
VOICE and Messaging
Developing a voice that is vibrant, candid, and inviting – a conversational narrative that builds value and includes the customer as part of the story.
Web and Digital Design
Upgrading to modular and responsive to improve and simplify the user experience.
STORE EXPERIENCE
Moving from heavy and dated to fresh and modern with sustainability in mind.
Before
BEFORE
BEFORE
BEFORE
After Brand refresh
The experience we want to create ...
Shipping crates repurposed into fixtures
Video projected on the wall
Bringing elements of the maker workshop and story into the space ...
Telling the story and impact of the product
Signage that speaks to the brand values
Displaying artisan tools with the products
Tagging design
Artisan block print installation
Artisan block print installation signage
DIY gift wrapping station
"Handmade in ..." stamps for printing
Story cards highlight global artisan workshops and impact
Story cards highlight global artisan workshops and impact
Key signage to build value of the product
Gobo shines illuminated message on floor at the entry
View the Ten Thousand Villages Media Kit