At (add)ventures, I collaborated with Stop & Shop to refine and enhance their visual identity and brand guidelines to create a more cohesive and impactful presence. We identified the brand’s core values and desired perception, working together to pinpoint inconsistencies across their marketing assets.

We evolved their existing brand by introducing an updated font pairing that combined their primary typeface with a handwritten style, appealing to their key demographic and infusing warmth and relatability into the visual identity. Additionally, we refined the brand's photography styles, establishing parameters for usage and stylistic consistency. We also expanded the color palette to incorporate seasonal variations, keeping the brand fresh and relevant throughout the year. Clear guidelines were established for logo usage, typography, color, and photography, ensuring a structured and consistent approach that accurately represented the updated brand identity.

These elements were seamlessly integrated into the brand guide, showcased through sample advertisements, seasonal campaigns, magazine covers, email designs, and web banners—each contributing to a unified and consistent brand experience.