Created a retail identity designed to travel across locations.

CLIENT

Finnleys

ROLE

Brand + Identity Designer

SCOPE

Brand identity / Retail system / Environmental design

THE ASSIGNMENT

As Finnleys prepared to open its third store in downtown Nashville, the business still lacked an official logo or consistent visual system. Its personality was carrying the brand, but continued expansion required something the team could reliably use.

MY CONTRIBUTION

Through collaborative conversations and moodboarding, I translated the owner’s care for employees and customers into a heart-shaped mark that completed the “F.” I built the surrounding typography, pattern, color, signage, packaging, apparel, advertising, and guidelines as a practical kit for future teams.

WHAT IT ESTABLISHED

Finnleys finally had a recognizable system the team could carry into new stores, packaging, advertising, and everyday customer touchpoints.