THE SOFT REBRAND

Despite its innovative product storytelling and photography, Greats lacked the critical brand foundation of a multi-million dollar retailer — formally established colors, fonts, and design elements. What began as a pure website redesign unwittingly expanded into a rebrand, propelling Greats into its next stage of growth. I worked to craft a brand that was elevated, relatable, and most of all, translated into a compelling, user-friendly website.

The discovery process led us here. Black and white. Stark contrast and an emphasis on white space, to let the photography speak. Distinct, but approachable for Greats’ broad customer base.