Part of my role as design manager was to collaborate with companies who were seeking council on their rebranding initiatives.
Sperry was looking to move away from their teak boat decking, yacht club look and move to target a younger demographic. I was tasked with creating a lighter more youthful look for the brand and chose a weathered, casual summer design language while maintaining a nautical aesthetic.
In Alex and Ani's original and current store concept the display cases and tables were constructed using stainless steel with a fosted acrylic interior. The look made the store appear industrial and cold while the Alex and Ani brand is warm and inviting. As lead designer, my task was to assist the brand in finding their true voice and leading the transition to reflect their newly dicovered bohemian identity.