Brand identity / retail pop-up
shopHER
2022
A retail identity for a Union Station pop-up featuring local women-owned businesses.
Project overview
One identity for a diverse group of vendors.
I collaborated with the Women’s Business Center project manager on branding for shopHER, a Washington, DC pop-up featuring about 15 women-owned businesses.
Concept development
Sketches to logo directions.
I explored lettering, badges, and a shopping-bag symbol through sketches, then developed the strongest ideas into digital logo directions.
Final branding guide
A unified retail identity.
The final shopping-bag mark brings different shapes together to represent the vendors, supported by a pink and purple palette.
Store panels
Applying the identity in store.
Store panels and signage carry the identity through the retail space.
Grand opening
Union Station, Washington DC.
Launch photography shows the finished branding alongside vendors and visitors.
Next project
L’ATTITUDE