Susan Hayes Handwovens

Rebranding of a woman's clothing store

Branding, Styling, Web, Design

Art Director, Photostylist, Location Scout, UI Designer, Content Strategist, Production


Paige Green Photography


In 2009, I was brought on by the owner of a woman's clothing store located in Point Reyes Station, CA, to refresh the entire brand. Her customer was skewing to an older demographic, so she was looking for a way to draw in a younger customer to increase sales.


Because of my familiarity with the brand as it existed and its perception as a store for “an older woman,” I immediately began to work on producing a photoshoot that would demonstrate store items stylized into more contemporary outfits. I also wanted to play up the aspect that this was a “local” story, that specialized in artisan clothing. Since the store is located in one of the most beautiful coastal regions of Northern California, I specifically selected locales that would be recognizable and could invoke this story of a local woman experience life in the clothing. I also created a newer, more modern logo, as well as a completely new website that continued the “story” and allowed the customer to experience the designers carried in the store.


Within the first year, the store saw a 30% increase, as well as an article written in the local paper about the complete overhaul of the brand.

SHH Website
SHH Logos
SHH Poppy Detail and Business Cards
SHH Portofolio Images
SHH Portfolio Images
SHH Portfolio Images
SHH Porfolio Images
SHH Porfolio Images
SHH Digital Ads
SHH Digital Ads