Katie Raynard
Katie Raynard
Katie Raynard
Graphic Designer
specialized in visual storytelling and brand design
Katie Raynard
Katie Raynard
Graphic Designer
specialized in visual storytelling and brand design
Katie Raynard
Graphic Designer
specialized in visual storytelling and brand design
Graphic Designer
specialized in visual storytelling and brand design
Graphic Designer
specialized in visual storytelling and brand design
Graphic Designer
specialized in visual storytelling and brand design
The ask:
Elevate the packaging for the essential button-up shirt—bringing a fresh, refined identity to one of the line's core pieces.
Discovery:
Beginning with an analysis of sales reports and a review of benchmark brands, we took a close look at this core product—identifying the distinctive details and features that set the shirt apart.
Action:
Using those insights, I designed a store sign that brought the shirt's unique details to the forefront to translate product features into compelling in-store messages that speaks directly to our customer.
Action:
We found that benchmark brands were embracing their logos, leaning into heritage-driven language, and highlighting styling versatility. They communicated thier product value.
“DESIGNED IN NEW YORK”
"Named After"
Action:
Led the initiative to more prominently embrace the crown logo— introducing it to the shirt hemline while also incorporating the brand name directly onto the shirt buttons.
he team came together to identify and collect the language that best represented the brand—using those key terms as the foundation for new hang tag copy that brought product details and the heritage message to the forefront.
"closet essential"
"classics we love"
"go-to for easy"
"our favorites"
"vintage styling"
"icon style"
"worn loose over
jeans or tucked in"
"layering year-round"
What design opportunities do we have to push our heritage message?
Discovery:
Design Process
What makes our product unique?
Results
Finalized the new hang tag design for the shirt, officially categorizing it as an icon item within the line. The updated product was then shipped with refreshed branding details that embraced the logo and reinforced the brand's southern heritage message.
