I finally get to share the complete rebrand of the custom tote maker, Lucy Jane! Working with Kim (owner and creator) was one of those client experiences that makes me say, “THIS is why I do this.” And even better, she found me through How To Style Your Brand! We hit it off right away and never looked back. Honestly, I was a little intimidated at first by all of the great brand building she’d already done. Her photography, message and marketing were pretty on point! Kim has great taste and a bit of a minimal sensibility to her aesthetic that wasn’t being represented in her “safer” start up branding. After chatting extensively about where she wanted to take Lucy Jane in future, it became clear that she needed to depart a bit from the more feminine, sweet look that helped her get off the ground and show a little more of her own style through the new identity. A true “maker”, she personally and lovingly crafts each and every one of these high-quality bags by hand in her beautiful studio. From selecting the perfect fabric to each little stitch – the craftsmanship shows in the detail and engineering of her work. While it started with preppy, brightly colored totes; the line has evolved to include more sophisticated designs with clean lines and neutral palettes. Our goal with the rebrand was to position Lucy Jane as an accessory lifestyle brand, encompassing more than just “the bag you take to the beach” and eventually including a wider range of pieces. We were in inspired by the brand’s preppy roots but wanted to infuse a bit of edge to the overall vibe using modern type and a lot of bold contrast. The result was classic, yet fresh and most importantly – a brand that will continue to grow with Lucy Jane. I was honored to work with such a smart, successful business and love seeing Lucy Jane continue to take off!