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VisitBreck Brand Refresh

When I came on board with VisitBreck, the only branding already in place was a simple logo, a black and red color scheme and a single font family. As we approached some big challenges as a marketing team, to increase the presence and conversions of this luxury vacation home booking engine, the first step was to create a comprehensive brand document to identify our positioning within the market. I created the first such document the business had seen, which explored competitive analysis, target demographics, messaging, photography direction, expanded font and...

Collective Branding

The Collective Design Group brand is an evolution, echoing the continued growth of the business offerings and sophistication within a competitive market. I've worked with the team leadership to continually identify business needs and target demographics, translating it into a full-fledged set of brand standards that are widely used among both internal and external resources. After identifying the brand personality and target demographics, I finalized the logo, color scheme, font selections, graphic elements and photography style to best represent the brand and meet conversion goals....

Pinnacle Lodging Brand Guidelines

A local property management company, Pinnacle Lodging had an established brand but was looking to increase its market presence. I performed a brand study on the business to allow our internal teams to better understand the challenges and opportunities presented by the target demographics and competitive landscape. I dove deep into these aspects to identify and document who we are as a company, as well as to standardize the visual elements that defined the brand....

Holiday Windows

The storefront of an upscale furniture boutique was rather unassuming, with tinted windows obscuring the beautifully curated wares inside. For the first holiday season of the store's opening, we drew attention to the store by decorating the many windows with festive, hand-drawn typography beckoning customers in. It worked, with the biggest increase of foot-traffic in the store's first year, coupled with a successful holiday sale....

Collective Design Lookbook

As Collective Design Group sought ways to bridge the gap between its residential interior design firm and the physical Showroom poised to bring a heightened level of design to anyone who entered their doors, visual appeal was a no-brainer. By combining the stunning photography depicting well-designed spaces with helpful tips and descriptions, we were able to elegantly telegraph our breadth of expertise, talent and selection. We used these pages to introduce our products, designers and process to interested consumers across a broad spectrum of needs, whether they sought a single...