Work: Initiated the CB2 brand refresh for the purpose of elevating the customer store experience and showcasing the new merchandise theme that evolved from fun and funky to "affordable modern furnishings for apartment, loft, home" by creating the umbrella concept supported by art and photo direction, collaboration, and design for all retail, operational and branding channels. A style system was developed for content, print, packaging, photography, digital, interior and exterior signage for national and international franchises.

Situation: With the desire to refresh the CB2 brand, introduce the uniqueness CB2 has to offer to city markets outside of Chicago, first in NYC, the first step was to find that common denominator that defines and tells the unique CB2 story.

Task: Collect all existing materials, conduct a content analysis of what was currently working, what was not working, how can we make the store better service the customers and communicate the essence of the brand to other markets outside of Chicago. The plan was to simplify the original graphics and content but keep the initial integrity of guiding customers to find unique items for the home. Minimizing deliverables, consolidating business operation forms, eliminate redundancy and economized variations and sizes reduced overhead costs, inventory and visual clutter.

Result: The uniques was represented by the accent color of a custom orange, supported by simple intuitive graphics that could be communicated through recognizable symbols which brought the content down to a minimum. The overall CB2 store became more cohesive, branding was simplified to a visual accent giving the merchandise center stage and ready for trendy Soho.