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.
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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.
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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.
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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.
A comprehensive art direction framework brought consistency to photography, styling, composition, and storytelling across campaigns and brand communications.
Establishing a distinctive visual point of view
Photography standards helped create a more emotional and authentic connection with customers while reinforcing the company's unique character.
Capturing the personality behind the brand.
Bringing the system to life across every touchpoint
The identity was applied across retail environments, packaging, product launches, marketing campaigns, e-commerce, and social content.
Creating a stronger foundation for future growth of the brand
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.