Modernizing Traditional Retail
Streamlined Branding for an Evolving Retail Experience
As a graphic designer at Whole Foods Market, I helped translate a strategic shift in brand systems into a more modern and cohesive retail environment while streamlining production processes. In the rebrand, the larger transformation moved stores away from hand-drawn signage toward larger print and digital assets, creating a cleaner, more sophisticated aesthetic that could be felt in all the stores, globally.
I applied the new system across retail environments, simplifying design elements through strong photography, large typography, and an understated logo. This reduced production time, simplified campaign execution, and introduced a contemporary, minimalist feel to stores while maintaining the brand’s core value: good food.
Client: Whole Foods MarketScope: Branding, Signage, EnvironmentalRole: Graphic DesignerYear: 2018
Chalk Illustration & Hand Lettering
Designed and produced hand-lettered signage and chalkboard illustrations that added warmth and authenticity to the in-store experience. Each piece reflected Whole Foods’ approachable, community-centered brand personality while enhancing the visual appeal of seasonal and promotional displays.
Local Partnerships & Specialty Displays
Created a distinctive Idaho-shaped display by creatively stacking and cutting spring water cases for a local partner.
Collaborated with regional producers and community partners to turn local products into engaging in-store experiences while supporting Whole Foods’ commitment to local business and sustainable sourcing.
Project Scope
In-store brand and marketing design
Environmental and signage design
Campaign development and rollout
Rebrand implementation across local assets
Vendor and supplier coordination
Seasonal and promotional materials
Community and partnership campaigns
Digital and print marketing collateral
Department-specific visual support
Brand standards adherence and refinement
Project Involvement
Collaborated with regional marketing and design departments to localize national campaigns
Managed vendor relationships to ensure quality, consistency, and timely deliver
Led implementation of updated brand standards across store signage and communications
Developed environmental graphics and in-store experiences aligned with brand initiatives
Created marketing materials supporting local partnerships and community engagement
Balanced corporate strategy with store-level needs through creative problem solving
Ensured cohesive brand presentation across multiple touchpoints