BRAND DEVELOPMENT

My main goal was to create consistency in the brand's presentation and voice across all channels. I began by updating and enforcing a detailed style guide. Major changes, like an acquisition and the launch of a sub-brand, allowed me to embed the creative framework I'd built into the DNA of these new and large initiatives. 

After our 2022 acquisition of Maine-based cotton manufacturer Brahms Mount, we decided to drop "Woolen Mill" from our name to broaden our product scope and customer perceptions. Since we had already established a strong, timeless design, this rebrand was a smooth and straightforward process for both myself and the company.

I built on existing brand assets to create a more detailed set of guidelines and a comprehensive asset library for company-wide use. I aimed to ensure that both our internal and external documents, presentations, and messaging maintained a consistent and distinct style, reinforcing our brand identity.