Green Living

I partnered with designer Kelly Luckett in 2005 to concept this series of in-store signs for Dallas, Texas’s first eco-friendly home store. Their still-malleable and nascent brand needed direction. Tasked with creating “museum-quality” signs for the retail space, Kelly and I delivered three distinct concepts to the clients, ultimately helping them secure a look, feel and voice for their brand.

“Big Idea” Concept

Big Idea was the National Geographic, environmental-effect concept. It’s about the idea of conscientiousness, leading people to consider what effects their actions have on their surroundings. This concept is, at its core, very rational and was the client’s choice for the brand.

“Lifestyle” Concept

Lifestyle was about the people who are living the green life. It showed what it feels like to be concerned with the environment. It’s the more maternal, caring, protective concept, focusing on home, family, our health.

“Evocative” Concept

This iconic messaging system felt very modern and cutting edge for the millennium of fast speak and sophisticated imagery. It’s simple. Powerful. We thought this could have been a very cool “system” that was immediately recognizable as the Green Living brand in magazines, on labels, on the web. Uniquely theirs.