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Beini Shen

MFA in Graphic Design - 2 Yr Path — Graduate Graphic Design
Course:
Graduate Studio 3
Faculty:
Carolina Trigo
Term:
2024 Fall

Kohl's Rebranding - Brand Identity Design

Based on online and offline research, this project redesigns the brand identity and visual system of the American retail brand KOHL’S. Through a modern visual language and a distinctive style, it strengthens the brand image while enhancing the customer experience. The new design strategy centers on accessibility and customer-centric values, building a cohesive brand narrative across retail, digital, and social media platforms.

Process:

The process started with an extensive audit of Kohl’s existing touchpoints, identifying gaps between their traditional retail presence and modern consumer expectations. I developed a strategic design framework that prioritized accessibility and cross-platform consistency, redesigning the visual DNA, including typography, color theory, and grid systems. This system was then tested across omnichannel applications, from in-store signage and wayfinding to digital interfaces and social media campaigns, ensuring a seamless transition between offline and online environments.

Learning Outcomes:
  • Strategic Design Thinking: Learned to move beyond aesthetics by grounding every visual decision in market research and brand positioning.
  • Systematic Scalability: Mastered the creation of a comprehensive brand guidelines system that remains consistent and functional across diverse scales and media.
  • Omnichannel Integration: Developed the technical skill to maintain brand integrity across disparate platforms, ensuring a unified brand narrative for a complex corporate entity.
Project Website:
https://beinidesign.com/kohls
Tags:
Branding,
Research-Based Design,
Typography