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Case Studies

& Other Stories

Development of a logo, the idea of collaborating artists making things by hand.

A dashed off logo that accommodates collaborations above the name. The brand name completes the sentence.

Store Signage, lightboxes.

Mark-making as an integral part of the brand. Again, the evidence of an artist’s hand.

Mark-making as an integral part of the brand. Again, the evidence of an artist’s hand.

An imprecious, collage-y approach to imagery, with handwritten dashed off typography.

Very spare, default, sculptural cosmetics packaging.

Evidence of the hand also appears in ecommerce imagery.

Evidence of the hand also appears in ecommerce imagery.

Retail Interiors. An atelier-like retail experience- factory/container/gallery/collective.

Retail Interiors. An atelier-like retail experience- factory/container/gallery/collective.

Merchandising- the idea of backstage, creators, behind the scenes.

Minimal, simple, elegant packaging.

Ever

Word exploration for the brand.

Naming of the brand, along with creating tagline/motto.

Articulating what we wanted the brand to say, and what we wanted it to be.

Mood board for design & visuals.

THE DESIGN PROCESS

These are the designs shown, and then ultimately, the design chosen. I wanted each visual direction to effectively communicate tenets we had agreed on in the brand book, but from different angles.

Direction One

Direction 2

Direction 3

The Chosen Direction

Figue

Mood board for brand.

Mood board for visuals & logo.

Chosen logo design.

Alternate logo, logotype.

Drawn exploration of snakes.

Copywriting, ornamentation and borders.

Candle packaging design.

Fragrance packaging design.

On product branding.

Embellished logo.

Accessories branding approach.

Embellished logo.

Ecommerce site.

Ecommerce site.

Beautycounter

Prioritizing messaging.

Identifying and strategizing at-launch product line.

Establishing product categories for a 5 year plan.

Establishing product categories, in order to design towards expanding the line very quickly.

Exploration of the motto/tagline for the brand.

The chosen tagline “KNOW EVERYTHING”.

Creative copywriting approach.

Logo exploration.

Final logo and logomark.

Rules for logomark placement, to prevent the fatal brand disease, “logo-a-go-go”.

PACKAGING DESIGN

Naming, product descriptions, componentry, design and branding.

Product line at launch.

Core skincare line.

Body and haircare products.

Performance/Skincare/Cosmetic crossover packaging.

Cosmetic / skincare crossover packaging, naming, copywriting.

Cosmetic packaging.

Sunscreen packaging, naming, copywriting.

Anti-aging, naming, copywriting.

Kids line, packaging, naming, copywriting.

CAMPAIGN IMAGERY

Concept Gillian Schwartz | Photography Coliena Rentmeester | Styling Samantha Traina | Makeup Christy Coleman

COLLATERAL, MARKETING, MESSAGING DESIGN

Creative direction, sourcing, packaging design, copywriting, naming.

Creative direction and messaging for handbook, welcome packet.

Creative direction and messaging for handbook, welcome packet.

Creative direction and messaging for handbook, welcome packet.

Creative direction and messaging for handbook, welcome packet.

Creative direction and messaging for handbook, welcome packet.

Clare Vivier

Brand mood board.

Brand mood board.

Brand manifesto.

Exterior of flagship.

Signage and merchandising.

Signage and merchandising.

Signage and merchandising.

Special projects for open.

Special projects for open.

Assistance with opening party, aligning PR partnership.

In our initial work together, we agreed that the reference boards Clare created should be pulled to the front of the brand.

In 2013- after Los Angeles- Clare opened New York. Simone Shubuck created this mural for the store, based on Clare’s references.

Collaboration with Leanne Shapton.

Partnership with the Chateau Marmont.

Copywriting and copywriting direction for the brand.

Concept for games special product.

Monogramming program.

Consulting on what to change and what not to.

Product branding exploration.

Packaging program.

Bumble Curl Conscious Redesign

Word exploration to set the tone for the redesign.

Mood imagery.

Original paisleys I drew when the direction was just beginning.

Copywriting and packaging direction.

Copywriting, soul, and brand language.

Copywriting and illustration direction.

Copywriting and visual direction.

Etienne Aigner

Identification of core values and characteristics of the brand.

How to describe the brand, and the woman who wears it.

Word exploration.

Mood board.

Mood board.

Mood board.

BEFORE AND AFTER CONSULTING

After our work and consultation on the brand, Etienne Aigner moved forward with a Fall Campaign that embraced the stronger, more chic, confident articulation of the brand. Before and after to follow.

BEFORE : redesign and imagery created in the initial massive redesign.

AFTER : my consultation and direction. Imagery and design generated in-house by the brand.

AFTER : Press on the re-articulation of the brand, including a new way of speaking about the Etienne girl.

AFTER : Website design post-consultation.

AFTER : Website design post-consultation.

Steven Alan

Articulating the customer between us.

Figuring out which store is called what.

Setting the names for the brand’s different retail stores.

Standardizing the logo.

Creation of custom script based on the logo, for special signage and typography.

The naming of the brick and mortar stores led to redesigning printed material.

The naming of the brick and mortar stores led to redesigning printed material.

Special gift card packaging.

Promotional collateral for first store out of New York, in Los Angeles.

Promotional collateral for first store out of New York, in Los Angeles.

Mood imagery to establish collaboration branding.

Establishing the brand approach to collaborations.

Establishing the brand approach to collaborations.

Consultation on ecommerce relaunch.

Warm

Mood board for the brand, and design.

Concrete poetry logo direction.

More concrete poetry.

Fragrance packaging.

Copywriting.

Seasonal posters, more copywriting.

Copywriting for stationery.

Store packaging.

Store signage.

Website.

Blog design.

Blog design.

Kate + Jack Spade

Art direction of brand poster for Jack Spade.

Pattern developed from brand poster.

Copywriting for Kate Spade stationery.

Doghouse book for Jack Spade stationery.

Agenda for Jack Spade stationery.

Hunting Season

BEFORE : Initial design of logo.

BEFORE : First redesign of logo, before I got there.

AFTER : The third and final logo redesign.

Logo applied.

On-bag branding.

Direction for ecommerce imagery- parquet floor and rich gradient background.

Ecommerce site.

CAMPAIGN

Concept Gillian Schwartz | Photography Tine Tyrell | Styling Catherine Newell Hanson | Model Annabel Tsaboukas

 

Hotel & Restaurant

THE JANE HOTEL

The Jane Hotel, along the Hudson River, is filled with a rich history and kooky elegance…faded maybe- even probably- but elegance nonetheless. The direction for the hotel was that it was founded by a psychedelically ravaged, fabulously wealthy Cesar Ritz-type. He grew up in India, bought the Jane, and ultimately loses it. But, his sophisticated, slightly nutty sense of luxury and service is left embedded in the hotel’s DNA.  The graphics take cues from disparate sources, as if the hotel had been redesigned incompletely several times.

Hotel banner.

Hotel signage.

Hotel entry.

An interior view of the Ballroom.

An interior view of the Ballroom.

Hotel logo.

Another hotel logo.

Stationery.

Reserved signage.

Waterbottle + coaster design.

Coaster.

Do not disturb signs.

ROSEMARY’S

Rosemary’s was opened by Carlos Suarez in the West Village of Manhattan. With a garden on the roof, close relationships with farmers who supply the ingredients, and a lovely sense of community, Rosemary’s has become exactly what Carlos envisioned– a neighborhood hub serving fresh, rustic italian fare. The branding celebrated his idea of community incubator, through green house imagery- illustrations of plants growing under bell jars and even upturned wineglasses. I wrote the tagline “Ogni Occasione, Tutti le Occasioni”, which means- basically- all occasion.

Facade signage.

A tiled logo in the entryway.

A view of the interior, by Dekar Design.

A view of the interior, by Dekar Design.

Direction of graphics.

Direction of graphics, copywriting.

Menu design.

Menu design.

Special awning stripe.

Direction of graphics.

THE STANDARD PLAZA GRILL

The Standard Plaza Grill is one of quite a few separate dining establishments situated at the base of the Standard Hotel on Manhattan’s High Line. Nestled around a wood burning oven, the warm weather only grill is home to summer-long chefs-in-residence who create different menus per summer. The joyful outdoors concept led to the creation of these illustrations of frolicking naked figures. These were used on all the collateral created for the restaurant.

A bird’s eye view of The Standard Plaza Grill.

A closer view of The Standard Plaza Grill.

Direction of graphics.

Direction of graphics.

Direction of graphics.

Direction of graphics.

Direction of graphics.

LAFAYETTE HOUSE

This iconic brown stone was built in 1848, as Lafayette Street emerged as one of the most fashionable streets in New York City. Lovingly restored in 2006, Lafayette House offers marble fire places, deep soak bathtubs and lush outdoor spaces. The identity was created to be as discreet, historic, and comfortable as the hotel itself.

Exterior signage.

Exterior signage.

A view of a room interior.

Logo.

Little hotel stuff.

Website.

Work

Clients