The Client

North & Main Clothing Company is a trendy boutique that offers a diverse product line, including apparel, accessories, shoes and more. The physical store is in Hiawassee, a quaint town nestled in the north Georgia mountains, but also has a large social media following across the country.

The Sticky Wicket

North & Main Clothing Company, formerly known as The Loft Boutique, grew such a large online following that they attracted the attention of a larger retailer, Ann Taylor LOFT. Increased popularity is great in terms of business development, but not so great when its competitors question coincidentally similar company names. The one Loft Boutique couldn’t compete with Ann Taylor LOFT’s 650+ locations, so they embarked on the daunting task of renaming and rebranding to remove any perceived ties to Ann Taylor LOFT.

The Awesome Sauce

  • The custom script font was intentionally tailored for North & Main to establish a professional image with a personal, handwritten touch.
  • A seal lockup was created for use on social media and when space doesn’t allow a full horizontal mark.
  • The neutral color palette ensures it will never clash with of-the-moment fashion trends on print and digital advertisements.
  • Within two hours of announcing the new brand on Instagram the post had more than 1,000 views and several elated comments.