Building a New Brand

I joined the team at Paul Fredrick at an exciting time — under new ownership looking to reinvigorate their brand. The new direction for the company focused on great colors, patterns, and looking terrific — I wanted the visual direction of the brand to align. To achieve this, I let the product itself define the visual. The core brand uses subdued grayscale colors as a base palette, providing plenty of contrast for the vibrant colors and bold patterns of the clothing. Tight crops are used on images to emphasize details of the product, and compositions are simple and modern to allow the eye to focus on the merchandise. Every season, a supplemental color palette based on that season’s latest assortment is used as accents across the brand’s creative. After defining the brand, we rolled it out across the website, email, social, and in-home marketing.