Vera Bradley
In 2023, Vera Bradley came to Ziba Design to rethink and redesign their brand identity. I led the visual strategy, art direction and design system.
Art direction
Design system
Logo development
Website design
Social approachWe recognized pattern as their differentiation point. Where others dabbled in it, seasonally, they were pattern-native, so to speak. We built the story-telling and design utilizing interesting combinations and even clashing motifs of their primary asset.
Based on the research, we created a photographic approach that brought an unapologetic directness and to the portraiture. We call them “Muse portraits”, based upon Austin Howe’s pitch-perfect copywriting.
The logo was outdated and needing a fresh look, while not leaving the past behind.
Based in Americana, the logo is reminiscent of classic fashion cues but feels down-to-earth and picks up nods to the paisley heritage patterns in the updated letterforms.
The website and social media design tone and overall approach are activated by a sense of dancing lightness that feels like a “holiday” without falling into clunky tropes. Free, overlapping, active and playful with a desire to increase the overall elegance of the brand was the goal.
Instilling a sense of agency and intention behind all of the design decisions led us to focus on presenting the work through a fashion-editorial lens. Revealing the makers behind the scenes and giving tips and tricks to make your patterns work for you.
Social media engagement devices seemingly fall out of the creative and copywriting approach. Giving people a way to make someone else’s life lighter while honoring personal connection and encouraging endless cross-connections is one of those.
*Disclaimer: These are comped designs using other people’s creative work to demonstrate a concept direction only. This is a common practice in creating something new. When they are updated with new photography, I will update them, here.