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 new fresh and inviting visual brand identity. 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 fantastic kick-off call with the client, I encouraged her to share any inspirations she had encountered to help guide our discussion on her vision. Recognizing the need to appeal to a new demographic, I suggested moving towards something abstract and visually striking rather than a literal representation of the industry.
I researched color palettes popular among millennials to ensure the design resonates with our target audience, then crafted an abstract representation of yarn skeins in hues of vibrant, popular colors that would stand out on both black and white backgrounds.
To ensure a cohesive rebranding effort across all platforms, I provided PMS recommendations for signage, CMYK values for business cards, hang tags, stickers, and other printed materials, as well as RGB values for digital content. This comprehensive approach aims to set her up for success not only in her online presence but also in-store display aesthetics
Opting for just the abstract yarn design without text, this clearly represents the brand upon a glance in any digital space and achors the colorful imagery on the Instagram grid.