Brand concept & strategy: West Elm
From 2016 - 2022, brand concept & strategy lead West Elm to become a $3 billion dollar brand by creating aesthetic diversification and data driven design to build cross category marketing plans. This growth and market dominance drove the brand expansion of West Elm Kids.
Brand concept & strategy: Shane Confectionery
In 2010, the owners of the nationally-recognized Franklin Fountain, an old-time soda and ice cream fountain in Philadelphia, purchased the country’s oldest candy store, Shane Confectionary. Seeking to pay respect to the nearly 100 years the Shane family devoted to the business, the owners, Ryan and Eric Berley, sought a concept that would reflect the historic recipes, craftsmanship, and traditions of the confectionery, while creating a brand resonance with contemporary audiences. Fiercely committed to historical accuracy and ornate Victorian design, this project demanded a deep understanding of design history.
Project Deliverables
brand architecture & identity
brand graphic design
interior concept
service design
