Design Leader. Visual Storyteller. Creative Problem Solver.
Design Leader. Visual Storyteller. Creative Problem Solver.
A new client was taking over a fabric and yarn store in North Fork, New York, and sought a brand strategist to help develop a new logo and brand identity. With no prior industry experience, she faced challenges in maintaining customer loyalty while attracting a younger, millennial demographic. I eagerly embraced the challenge!
I led the development and design of a fresh and inviting visual brand identity in close collaboration with the client. This rebranding effort not only preserved the loyalty of existing customers but also attracted a new, younger demographic to the store, resulting in increased foot traffic, sales, and a 31% growth in social media followers.
After a GREAT kick-off call with the client, I asked her to send me inspiration she had been seeing out in the world as references that could inform our discussion of her vision. I came to her with a strong recommendation that, to reach this new demographic, we needed something abstract and eye catching, not a literal translation of the brand or industry. I developed this abstract representation of the skeins yarn with bright and popular colors that work well on both black and white backgrounds. To set her up for success with a full rebrand across all content and products and even her in-store display aesthetic, I supplied PMS recommendations for signage, CMYK for business cards, hang tags, stickers, and printed materials and RGB values for all digital content.
Opting for just the abstract yarn design without text, this clearly represents the brand upon a glance in any digital space and ties nicely in with the colorful imagery on the grid.