AllModern Identity

The Challenge

As AllModern continued its strategic shift from a mass-market to a specialty retailer, the brand needed a reinvented identity to guide the business. The challenge was to create a clear and compelling foundational document that would align all cross-functional teams and ensure a cohesive, differentiated brand experience at every touchpoint.

The Approach

The strategic approach was to create an intentionally concise and highly usable brand guide. Partnering with creative, marketing, and product leadership, we used data-driven insights to codify the brand's visual and tonal guidelines into a simple, 12-page brand book that served as the single source of truth for the entire organization.

The Outcome

The new brand book successfully aligned all internal teams, from marketing to merchandising, creating a powerful and consistent brand expression across all channels. This internal clarity translated directly to a stronger, more differentiated market presence, reinforcing AllModern's new position as a specialty retailer.

My Role

As the ACD and creative lead for the brand identity, I drove the strategic and creative process from start to finish. I partnered with cross-functional leadership to define the core principles, authored the brand's new verbal identity guidelines, and guided the design team to ensure the final brand book was not only inspiring but also a practical and effective tool for the entire company.