Cherokee 2024: REDESIGN FOR CLARITY

Problem: The Cherokee brand’s visual identity lacked cohesion, with multiple competing logos and inconsistent design elements that created confusion for customers and diluted brand impact. The overall user experience—particularly across digital platforms—needed refinement to clearly communicate the brand and its collections. Action: I led a strategic redesign of the Cherokee brand, focusing on simplification and clarity. I streamlined the use of logos to create a unified visual identity, ensuring consistency across all touchpoints. I restructured the brand architecture to clarify the “house of collections” within Cherokee, making it easier for customers to navigate and understand product lines. Additionally, I helped evolve the website experience by refining PDP imagery and copy to be more targeted, visually cohesive, and aligned with the brand’s tone and values. Result: The redesigned branding significantly improved the clarity and professionalism of the Cherokee brand. Customers experienced a more intuitive and engaging user journey, and internal teams benefited from a clearer framework for executing campaigns. The updated brand direction laid a stronger foundation for future storytelling and digital marketing initiatives.