CHADWICKS

BRAND STRATEGY & DEVELOPMENT, LOGO DESIGN

Challenge & Opportunity

Chadwick’s, a legacy catalog brand known for classic casual and career womenswear, sought to reposition itself to appeal to a younger, 30+ yr old demographic while retaining its core 50+ yr old customer base. The strategic challenge was to execute a comprehensive brand evolution with a modernized logo redesign that signaled a fresh, sophisticated, and updated classic look across all apparel, print, and digital touchpoints.

Strategic & Creative Leadership

Redesigned the primary Chadwick’s logo to reflect an updated, sophisticated aesthetic, which included a strategic orthographic shift (removing the apostrophe to create a modern, streamlined visual mark – which eventually came back).

Partnered directly with a lead copywriter to overhaul the brand’s verbal and visual tone across all customer-facing channels, ensuring seamless integration between design and messaging.

Rolled out the refreshed visual identity across high-density catalog covers, editorial spreads, e-commerce assets, and promotional collateral.

Business Impact & Strategic Value

Positioned the brand to successfully attract a younger female shopper without alienating the established customer base.

Re-energized the entire brand presence, establishing a contemporary, cohesive visual language across both print and digital touchpoints.

My role: Concept, Art Director, Design, Production
Team collaborators: Creative Director, Copywriter, Merchandise team

Peer Landscape & Initial Ideas

Background research on brands that have the same values. These brands also represent the Chadwick’s customer we wanted to attract.

Before & After – Final Logo

Catalog Covers

I art-directed the photoshoots and designed the promotional type treatments to accompany the rollout of the new logo.

Email & Website Header

Branded Elements

I designed the apparel labels and gift boxes, concepted & executed marketing campaigns with a Copywriter.