bevello branding
bevello is a women’s fashion company with 24 store locations in North and South Carolina, Virginia, Texas, Illinois, Georgia, and Alabama. bevello’s mission is to empower women to look and feel beautiful. Understanding the brand’s mission was the starting point for developing a specified brand identity for bevello. When beginning to work with bevello, they lacked a concise brand experience.
Developing the brand for bevello included all the traditional visual elements, such as a new logo, typefaces, colors, approved imagery, and illustrations. However, the brand development went beyond a visual makeover. After extensive interviews of key stakeholders and employees, I developed a concise diagram outlining the bevello brand, including brand position, internal drivers, external drivers, personality, tone of voice, communication platforms, and more. The rebrand included redesigning all internal and external communication, promotional materials, and store signage.
I created the original designs for the bevello website, serving as the lead UX/UI designer, overseeing the web development process. E-commerce business significantly increased after the launch of the new design.
During my time at bevello, they opened 12 stores. Each store needed a storefront design. I was able to work closely with the company lead merchandiser to ensure store design, both interior and exterior, met the new brand guidelines. I was in charge of storefront design and coordinating with signage companies for the production and placement of logotype signage.