Ann Taylor was refining one of its most recognizable brand assets as part of a broader effort to modernize its visual identity. Rather than introducing a new logo, the objective was to evolve the existing mark and establish clearer guidelines for how it could be applied consistently across every touchpoint.
THE CHALLENGE:
For heritage brands, the smallest changes often carry the greatest responsibility. The challenge was to modernize the identity without sacrificing the recognition and equity built over decades. Every refinement needed to feel intentional, timeless and unmistakably Ann Taylor.
THE APPROACH:
Working alongside Creative Director Allison Aver, we extended the refreshed identity into a comprehensive brand system. Our work included the brand book, identity extensions, stationery, website direction, photography guidelines and supporting brand strategy, ensuring the new visual language could scale consistently across print, digital and retail.
THE OUTCOME:
The result was a more flexible identity system that preserved Ann Taylor’s heritage while giving creative teams a clearer framework for future campaigns, communications and customer experiences.
Role
Branding Partner
Agency
Independent (Kapono Chung & Peter Karras)
* Identity refinement
* Logo exploration
* Identity lockups
* Pattern development
* Visual system
* Brand guidelines
* Identity governance