MASTERBRAND REFRESH 2024-2025
HBC
STRATEGY, CREATIVE DIRECTION, ART DIRECTION, MAIN CONTRIBUTOR
Worked on a 4+ month project to streamline HBC brand docs and create an updated and refreshed version for 2025 and beyond. Given the fluid state of the business and trying to stay true to the core values of the brand, we infused “newness” where we it felt right and were able to create a document under 100 pages.
There was also opportunity to play with the brand in an aspirational “future-state” lens showing where we could evolve marks, palette and overall branding to stay relevant, but most importantly show growth.
This included the Stripes evolving to a monogram-like language set, new iterations of how our brand platform could show up, justifying and outlining a streamlined promotional modular grid system grounded by our Stripes mark, colourblocking our HBC wordmark, even creating a net-new HBC mark among other fun high-level ideas.
CONTRIBUTORS: JUAN ARIADO, VINCE ROZAS, EVGENIA KRICHANOVSKAYA, RANDI BERGMAN, STEPHANIE BLAIN, KRISTINA KEANE, SUZIE SUMMERS, ERIKA CENEDA, HANNAH ASTRA, MEL CRUZ
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HBC
STRATEGY, CREATIVE DIRECTION, ART DIRECTION, MAIN CONTRIBUTOR
Worked on a 4+ month project to streamline HBC brand docs and create an updated and refreshed version for 2025 and beyond. Given the fluid state of the business and trying to stay true to the core values of the brand, we infused “newness” where we it felt right and were able to create a document under 100 pages.
There was also opportunity to play with the brand in an aspirational “future-state” lens showing where we could evolve marks, palette and overall branding to stay relevant, but most importantly show growth.
This included the Stripes evolving to a monogram-like language set, new iterations of how our brand platform could show up, justifying and outlining a streamlined promotional modular grid system grounded by our Stripes mark, colourblocking our HBC wordmark, even creating a net-new HBC mark among other fun high-level ideas.
CONTRIBUTORS: JUAN ARIADO, VINCE ROZAS, EVGENIA KRICHANOVSKAYA, RANDI BERGMAN, STEPHANIE BLAIN, KRISTINA KEANE, SUZIE SUMMERS, ERIKA CENEDA, HANNAH ASTRA, MEL CRUZ
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