Role: Branding, Creative Direction, & Design

Styles in Motion is a dancewear boutique located in Las Cruces New Mexico. The store has a long-standing history within the community and is a staple for the arts community within the southwest region of the United States. Though the brand has found considerable success within the brick-and-mortar market, the push of other non-regionalized eCommerce based competitors has recently resulted in the loss of market share.

My task was to reconceptualize the brand for the online world without losing the boutique positioning that has made the store iconic. The project included a full rebrand which began with a competitive analysis to better understand brand positioning. Deliverables included logo system development, brand guidelines, signage, POP material, packaging and an updated website that would integrate with the store's new POS system. 
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