Designing Campaign and Retail Experiences for a Heritage Apparel Brand
Years of retail graphic design for Johnston & Murphy — in-store signage, environmental graphics, campaign production assets, and supporting email layouts. The work had to carry consistently across dozens of stores and the full marketing calendar without losing the heritage tone the brand is known for.
- Access
- Established brand / campaign + retail work
- Type
- Retail Graphics • In-Store Signage • Email Layouts
- Role
- Retail Graphic Designer
- Scope
- Retail graphics, signage, environmental campaigns, email layouts
- Status
- Established brand · Campaign / retail work
- Year
- 2018
Photography was provided by Johnston & Murphy's brand/photo team. My role focused on retail graphics, signage, email layouts, and environmental campaign applications.
A heritage brand carried consistently across every store and inbox.
Johnston & Murphy needed retail graphics and marketing assets that felt unmistakably itself across a national footprint — provided brand photography, in-store signage, performance product launches, and email layouts all reading as one brand. The challenge was tonal consistency at scale: heritage typography, restrained color, and confident composition that worked the same in a storefront window as it did on a phone.
The store as the brand's clearest expression.
Framed brand photography, dimensional signage, and environmental applications turned each location into a brand statement. The system was built to be rolled out and refreshed seasonally without losing its center.
Editorial calls to action that lived inside the store.
Seasonal in-store campaign graphics paired heritage serif typography with provided brand photography. Each piece worked as a single composition and as part of a larger environmental application.
Launching a performance line inside a heritage brand.
The XC4 launch required its own visual register — bolder and more technical — without breaking from the parent brand. Signage, retail graphics, and environmental applications introduced the collection across every location.
Programs that earned trust at the shelf.
The Test & See 10-Day Walk Test was a confidence-building in-store program. The signage system kept it understated and premium — communicating the offer without turning into promotional noise.
The same brand voice, carried into the inbox.
The email layouts extended the in-store graphics across the calendar — seasonal launches, location announcements, and evergreen campaigns. Each send held the same typographic discipline and provided brand photography as the retail work.
A cohesive set of retail graphics, signage, and email layouts across stores and digital channels — heritage in tone, modern in execution, and consistent at the scale of a national retailer.