Attic Salt, a clothing brand known for fostering community and inclusivity, sought to refresh its brand identity. After two decades in business, one name change and the growth of over 70 locations, Attic Salt needed a singular brand —to unite past & future, physical & digital, corporate & community.

Their existing image didn't effectively bridge the gap between their rich history, diverse product lines (1,000+ SKUs), and growing digital presence.

Through audits, design sprints, mind-maps, strategic visioning & ecosystem-sourced creative direction, our team delivered a refreshed brand identity for Attic Salt.

From ecomm copywriting to in-store signage, Attic Salt needed a brand voice that reflected its customers’ and communities’ core values. Through frame-worked priority maps and collaborative design-thinking, we identified the brand’s practical and emotional true north, updating its mission, vision, values, voice and tone for the company’s internal and external communications.

Informed by mall science the vibrancy of creative communities and the diversity behind Attic Salt’s 1,000+ SKUs, we created a comprehensive brand ecosystem that would take the story of Attic Salt into the future.

My focus was to expand upon their existing brand identity, creating a visual ecosystem that reflected the vibrant diversity of their product lines, collaborations, and customer base. I established new font systems and editorial design for Attic Salt's social media platforms, graphics, e-commerce experience, campaign storytelling, and digital merchandising. This ensured consistent brand communication across all touch points.

The refreshed brand identity presented Attic Salt as a unified force. Our team developed a design strategy that uniquely met the brand’s 70+ stores’ creative production needs and constraints, while still embodying best practices for e-commerce.

The new visual language led by their true north effectively communicated their core values while celebrating the diverse nature of their brand and community. Consistency across all platforms created a seamless brand experience for customers.