During the pandemic, as people spent more time at home and became increasingly invested in their living environments, vintage homeware offered an opportunity to connect with consumers through personal style, individuality, and more considered purchasing habits. However, standing out in a crowded market required more than showcasing well-curated objects. The brand needed a distinctive personality that celebrated individual approaches to home decor while making sustainable shop

Independent service providers operating from small <300 sq. ft. suites faced a common challenge: the spaces looked like spaces, but they didn't look like businesses. Located within a building made up of builder-grade rental suites, each business had limited opportunity to differentiate itself from the next. The lack of visual identity made suites difficult to find, harder to remember, and disconnected from the experience each business wanted to provide. For these service prov