Approach

I began with a full audit of the brand’s visual presence across stores, ads, and digital assets. I then developed a brand refresh strategy that:

• Evolved the color palette from a dated bright yellow to a sophisticated combination of deep navy, rich gold, and a warm gray—striking a balance between luxury and approachability, while better aligning with the brand’s value-driven identity.

• Transitioned typography from Open Sans to Montserrat, enhancing legibility and lending a cleaner, more contemporary presence across all print and digital platforms.

• Developed a modular brand system that adapts seamlessly across signage, in-store displays, digital marketing, and social media—ensuring brand consistency while allowing location-level flexibility.

• Designed implementation-ready usage examples and visual standards to support internal stakeholders, empowering future brand stewardship and cohesive execution.

• Designed a versatile icon system spanning categories like retail, jewelry, pawn services, and store environments—created to unify in-store signage, digital content, and marketing collateral with a cohesive visual language tailored to the industry’s unique service offerings.

I worked closely with stakeholders to ensure alignment on vision, and I packaged final deliverables into a streamlined presentation to minimize revision rounds and support buy-in.