Rebranding Goorin Bros.
A comprehensive rebrand for a heritage lifestyle company focused on modernizing its visual identity, photography, and creative expression while preserving the spirit that made the brand unique.
-
Goorin Bros. had more than a century of history and a deeply loyal customer base, but its visual identity lacked the consistency and flexibility needed to support a modern retail brand. The challenge was to evolve the brand in a way that felt contemporary and culturally relevant while preserving the authenticity, craftsmanship, and personality that had defined the company for generations.
-
I developed a comprehensive visual identity system that established a clear creative foundation across photography, typography, color, messaging, and brand expression. By creating a cohesive framework that could scale across retail, digital, product, and marketing channels, the brand gained a more unified and recognizable presence while maintaining its distinctive character.
-
Brand Strategy
Visual Identity System
Art Direction
Photography Direction
Typography Standards
Creative Guidelines
Creating a more cohesive and recognizable visual language.
Typography, color, logo usage, and graphic elements were organized into a scalable system that could flex across physical and digital environments.
Capturing the personality behind the brand.
Photography standards helped create a more emotional and authentic connection with customers while reinforcing the company's unique character.
The identity was applied across retail environments, packaging, product launches, e-commerce, marketing campaigns, and social content.
Bringing the system to life across every touchpoint
Creating a stronger foundation for future growth
The rebrand provided Goorin Bros. with a flexible creative framework that modernized the customer experience while preserving the heritage and authenticity that made the brand meaningful.
Establishing a distinctive visual point of view
A comprehensive art direction framework brought consistency to photography, styling, composition, and storytelling across campaigns and brand communications.
