A contemporary women’s retail concept founded by Nashville native Elise Joseph. All items are created exclusively for Goodwin in limited quantities, intended for a shop founded with meaningful beauty and simplicity in consumption in mind. Goodwin features emerging and established designers.
Together we developed a sophisticated brand identity that elevates local makers and subtly conveys intimate relationship and unity. The delicate printed materials and elevated website took a refined, clean approach. The editorial and product campaigns expand on the soft, welcoming hues of the visual identity’s color palette– earth-blonde wood, sand, sage, spring green. The fully implemented identity has a sense of artistic structure and a softness of human care, overall giving an inviting, considered appeal.