(2019-2020)

The owners of Libbyville approached me to design their brand in 2019. Libbyville, a play on words I came up with to combine the name of one of the owners with the town it resides in Libertyville, Illinois. The store needed a full brand identity, e-commerce site, and marketing strategy. The cornerstone of the brand is the women-owned, women-led, mother and daughter whom own the business. The messaging aims to be inviting and friendly to mimic the space and aesthetic, while also providing the comforting tone of an older sister or mother figure.

The other hallmark of the brand is a carefully curated collection of small batch products, handmade by mostly local artists and makers. Quality is a must and a guarantee. The goal is to create a community within a community to empower women in their daily lives. A perfect environment to feel and look your best while collecting new pieces for your home and wardrobe.

I continued to work with them on brand implementation, marketing and more until the pandemic gained traction. After that I worked on a consulting basis for marketing efforts briefly before finishing the project in 2020. The mother daughter duo went on to employ staff that uphold the brand’s vibes and values, host seasonal events with food and live music, and did over 6 figures in sales! When their lease is up, they have a strong brand identity to facilitate their next moves!