Gardner White Center: Re-Brand

CHANNELS Branding - Typography - UI/UX - Motion Design - Storytelling

PROJECT ROLE Project Manager - Designer - Presenter

GOAL:
Create a new brand identity for the Gardner White Clearance Center as its own branch of the Gardner White brand, making it more appealing and exciting to customers.

OUR TAKE:
We wanted to frame the Clearance Center in a more friendly light. As a place that offered affordable, desirable pieces, not just leftovers and overstock. We went for a fresh, flexible look for the rebrand that can adapt to represent how life, and taste changes constantly. We renamed the Clearance Center to GW Center to show our dedication to the customers. They are the center of the business just as much as furniture is the center of the home. We wanted to connect with our roots by selecting colors that come from different parts of Michigan since Gardner White as a whole is a Michigan born and raised brand. Our typography is friendly, and inviting, encouraging people to shop at the GW Center. Finally, our copywriting feels friendly, bringing some humor to make the GW Center feel more approachable.

Brand Identity:

Brand Applications - External:

Brand Applications - Internal:

PROCESS:

SOFTWARE:
Illustrator
Photoshop
After Effects
Figma

COLLABORATORS: Jack Bennett
Quang Dao
Niclas Mueller

Research:

This process started off with the research phase. Each team was given a different topic to research so that we would have a comprehensive understanding of the Gardner White brand as a class. My team researched the history of the company. As the team lead for this portion of the project I delegated the work and organized all the information into one cohesive brand history. Through this positioning, we developed 2 personas that would inform the rest of our process.

Language and Moodboard Building:

After research, we began language development, creating our core brand promises and essence, as well as, creating a moodboard to reference throughout the project.

Iteration / Design:

Then we started the design process. Through many different prototypes and iteration, and our feedback meetings with the client, we were able to develop a full brand identity for the GW Center.

This project was created as part of a student-sponsored collaboration with Gardner White Furniture.
All rights to the work are retained by the student creators and the sponsor.