Background

When Lauren Amos took ownership of the Little Five Points clothing store Wish, it was a failing business. The store had been neglected over the past 10 years, leaving their customers, ranging from ravers to fashionistas, confused. With a new energy force at the helm, the retail outlet had a clear focus on the customer seeking an avant-garde look with a street edge, catering predominantly to the hip-hop and indie rock culture. This helped best leverage Wish’s current position as one of Atlanta’s foremost outlets for the most exclusive, limited edition, footwear lines. It was time to evolve both its offering and its visual presence.

Challenge

As the creative driving force behind the brand, Lauren had a clear vision to transform this tired brand into more than just a retail space. She wanted the store, which formally housed a public library, to be an iconic destination for street fashion, art and sensory provocation. With a strong heritage and cult following it was important to evolve the brand and its offering without alienating the people who mattered most to their business. Every element had to be considered, from the brand mark to the interior design, and the brand had to be flexible enough to stay relevant to a culturally discerning clientele.

Solution

After engaging Lauren in several work sessions, it was agreed that the brand needed to be bold, graphic and with a raw urban energy. The brand mark was designed to embody these 3 attributes and within it lay the Wish Brand Man, which is an icon easily applied to apparel and beyond. All the brand extensions carry a sense of raw texture such as the business cards printed on chipboard and the shopping bags made of industrial vegetable bags. The interior of the store underwent a complete transformation by two of New York’s leading design talents, architect Raphael Berkowitz and designer Sam O’Donahue bringing the brand to life in a truly dramatic experiential space. Together we also designed environmental graphics found throughout the store.

Results

The success of this brand is due to Lauren Amos’ passionate vision, Raphael Berkowitz and Sam O’Donahue’s genius design and the complete integration of the new Wish brand, creating a singular shopping experience. Wish now stands as not only Atlanta’s go-to place for the most sought-after, limited edition footwear lines but the entire Southeast. The irrefutable proof of its success lies in revenues increasing by an astounding 400% following the re-launch.

Services: Brand Discovery, Visual Identity Design, Brand Collateral Design, Advertising

Industry: Retail

Creative Credits: Creative Director Sahar Wahbeh  /  Architecture Raphael Berkowitz of RB Architecture  / Interior Design Sam O’Donahue of Established