Brand Development
OVERVIEW
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.
RESPONSIBILITIES
Re-focus of brand identity and development of brand kit & style guide
Company re-brand (2021)
Establishing brand voice and key messaging
Creative development of philanthropic initiative Spread the Warmth
Creative development of sub-brand North Star by Faribault Mill
Implement and maintain brand guidelines accross website, social, and print media
SOFTWARES
InDesign
Illustrator
Photoshop
Lightroom
Powerpoint
Shopify
The Faribault Mill Brand
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.
Brand IDENTITY KIT & STYLE GUIDE
I built upon existing brand assets to create a comprehensive and detailed set of brand guidelines, ensuring consistency and clarity across all company communications. This included developing an accessible asset library containing logos, typography, color palettes, templates, and imagery for seamless use across departments. My focus was to ensure that all internal and external materials—such as presentations, documents, and marketing campaigns—reflected a cohesive and distinct visual identity. By reinforcing the brand at every touchpoint, I contributed to elevating the professionalism and recognizability of our communications.
Presentation & Deck Development
I’ve developed strong skills in creating presentation decks that effectively introduce our brand, highlight key achievements, and showcase our best-selling products. These decks also cover our media appearances and provide a concise overview of wholesaling options. Whether for internal use or external partners, I ensure that each presentation is clear, visually engaging, and aligned with our brand’s message and goals.
