Logo Redesign
Visual Identity | Logo Design
CLIENT
The Grommet is an e-commerce platform that launches undiscovered products and supports small businesses.
BRIEF
At the time of the redesign, The Grommet had recently been acquired by Ace Hardware and was undergoing a larger rebrand and website overhaul. The timing created an opportunity to update the logo, which had become misaligned with the evolving product catalog and digital landscape. It also presented technical issues that needed resolution. As the sole designer on the project, I owned the work from concept to delivery.
SOLUTION
The project began with defining the brand’s core attributes and conducting a competitive analysis. I developed multiple design directions and presented them to leadership, then collaborated closely with the founder to refine. I designed all logo variations (including B2C and B2B), created a comprehensive logo brand guide, worked with the web development team to implement the new system, and updated all branded assets across channels.
OUTCOME
A modernized logo that delivered a clean, distinctive visual identity across formats and stood out in a competitive category.
ROLE
Lead Graphic Designer
TOOLS
Illustrator, Photoshop, InDesign
DELIVERABLES
Logo files
Brand guidelines
Stationery suite
Corporate signage
Retail signage
Creative Director: Jules Pieri
Client: The Grommet
For a deeper look at the logo refresh, check out my Medium article.
The first brick-and-mortar store for The Grommet, located in Natick Mall, MA, the largest mall in New England.
Book cover designed by Stacey Bakaj.
Audit of industry logos revealed most competitors use type-only marks. Keeping a graphic logomark helped differentiate the brand.
Core brand values and characteristics defined to guide early creative decisions.
Additional concepts explored during the design process.