In 2020, Herschel partnered with Partners & Spade to refine and strengthen its core brand messaging, aiming to clarify its identity and resonate more deeply with its audience. I was responsible for creating and art directing an updated brand book to reposition the brand around design, curiosity, action, and authentic exploration.

*Final images were not designed or executed by me or Partners & Spade, but were the product of our work steering Herschel.

Surface Mag “Same, But Better: Inside Herschel Supply’s Design-Driven Era of Reinvention”