Hot Pink is a gift store in Brentwood, TN which carries everything from home decor to baby clothes. The store is very well known in the area and has a loyal following but after being open for 17 years, it was time for a branding refresh. It was very important to keep the aspects of the store everyone knows and loves while updating the branding tools in order to reach wider audiences.

Since this project was so close to the community’s heart, I began with extensive research and surveying the store's ideal customers. By doing this, I was able to pinpoint the aspects of the store that were "untouchable" (the friendly tone) along with the aspects which could change without ruffling any feathers (the store’s main colors.)

At this point, I was able to create a cohesive mood board and general branding guidelines in order to move forward. With an aim to make the brand more refined, I then moved to create a cohesive social media and email marketing strategy in order to capture a wider audience.

So far I have found Hot Pink’s customer base to be responding very well to the brand changes. The store’s website sales are up 72% in the last 6 months. Much of the strategy I developed centered around bringing customers to the website and customers are definitely visiting more often.