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 women'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 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 specializing 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 evoke a narrative the life of a local woman who would wear the clothing.

In addition to the photoshoot, I designed a more modern logo, overhauled the entire email marketing program (see samples below), as well redesigned the website on a CMS platform that continued the story and allowed customers to browse designers carried in the story


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.