distilling brand authenticity.
Each of these projects explore personal brand inspiration...for marketers, shoppers, daydreamers, and storytellers alike.
In October 2020, I conducted a brand study for Jenni.Retro, an online clothing resale shop. To refine her existing brand identity, we used a Pinterest board collaboration to document her business inspiration. We started off broadly to find common patterns, and then distilled it down to the essential brand elements. From there, we established a minimalist brand aesthetic, complete with logo fonts and color palettes. Brands are most effective when they are authentic; we documented her inspirations, and told her story with them. Interestingly, the study did not result in her initial mid-century-inspired beachy aesthetic choices, but rather an eclectic collection of nostalgic colors and moods in contrasting combinations.
WeSolv and Pinterest offered an MBA Case Study Challenge in September 2020. I had the opportunity to collaborate with University of Illinois colleagues and learn about Pinterest's diversity goals. In this challenge, teams presented a competitive analysis and recommendations to increase Pinterest's user base across underrepresented communities. Our recommendations aligned with Pinterest's current diversity strategies, building upon their AdWeek 2020 presentations on shopper behavior. More than ever, consumers do their research to support businesses with authentic purpose.
I love old buildings and architectural history. As luck would have it, so did two photographer friends. Combining our individual storytelling styles, we wrote a photo book on our favorite historical homes, bridges, and field houses in Chicago. Click through the gallery for snapshots from our 2012 Blurb book collaboration, Chicago: A Three-Legged Tour. You can also download an excerpt in the link below.
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