Brand identity / retail pop-up
shopHER
2022
Branding for a Union Station pop-up shop featuring local women-owned small businesses across fashion, home goods, food, art, and more.
Project overview
Creating a flexible identity for a multi-vendor retail experience.
shopHER is a pop-up shop in Union Station, DC, featuring about 15 local, women-owned small businesses selling clothing, jewelry, popcorn, candles, home goods, and art. I helped develop the branding in collaboration with the Women’s Business Center project manager.
Built an identity around a clear audience and mission.
Explored multiple logo directions before refining the final mark.
Created a brand system that could work across signage and retail panels.
Connected visual design to a real-world launch environment.
Concept and logo exploration
From early sketches to refined logo directions.
Combining these steps makes the process easier to follow: the identity began with a concept for diverse vendors, then moved into logo directions that could become a flexible retail mark.
Sketching and refinement
Turning diversity of vendors into a visual concept.
shopHER supports women-owned businesses from many backgrounds. For the logo, I aimed to reflect that diversity through a shopping bag mark built from different shapes and colors, symbolizing the mix of voices behind the pop-up.
Final branding guide
A complete system for a temporary but high-visibility retail space.
The final pink and purple palette is vibrant yet balanced, supporting a brand that needed to feel welcoming, energetic, and inclusive while still being practical for signage and environmental graphics.
Store panels
Branding that had to live in the space.
The strongest employer signal here is production follow-through: a brand identity applied to panels, signage, and the physical customer experience.
Grand opening
Union Station, Washington DC.
Photos from the launch show the identity working beyond the screen, in a retail environment with visitors, vendors, and physical touchpoints.
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