Retro Roots
Brand identity, campaign creative & landing page
Retro Roots is a curated clothing and accessories collection at select Goodwill of Northwest North Carolina stores. It brings together hand-selected pieces with a classic, nostalgic feel, with a different assortment to discover at each location.
I developed the Retro Roots logos and campaign creative, then carried the visual direction into a landing page. The work brings together expressive lettering, blue and cream, worn textures, playful details, and clothing collages across the brand and its launch materials.
- Client
- Goodwill of Northwest North Carolina
- Role
- Logo design, visual direction, campaign creative, and landing-page development
- Deliverables
- Logo versions, campaign creative, six video adaptations, landing page
01The identity
Primary and reversed logoThe Retro Roots wordmark gives the collection a distinct personality while keeping its connection to Goodwill visible. Blue and white logo versions provide flexibility across light and dark backgrounds.
02The campaign
Three compositions · labelled by format · click to enlargeThe creative puts the clothes at the center, with cutout imagery, textured type, and hand-drawn-style accents. Square and portrait layouts carry the same look across different placements.
03Campaign video adaptations
Six versions · three formats · 6 and 15 secondsThe campaign look carried into motion in vertical, square, and portrait-feed versions, each cut to 6 and 15 seconds. Pick a format and runtime; only the version you play is loaded.
04The landing page
Collection overview and participating locationsOne place for the collection.
I also developed the Retro Roots landing page, bringing the collection, examples of what shoppers can find, and participating store locations into one place.