Gibson & Dehn

Brand IDENTITY
ART DIRECTION
COPYWRITING
nomenclature
Brand COLLATERAL
Signage
ENVIRONMENTAL DESIGN
MARKETING STRATEGY
PHOTOGRAPHY

Conceptualized, developed and launched the brand identity, positioning and go-to-market strategy of luxury home fragrance newcomer, Gibson & Dehn, in collaboration with creative partners, Jane Smarovozova and Frederick McSwain. In order for the new line to stand out in an already highly saturated market, high-impact graphics were complimented by competitive analysis and strategic marketing, ultimately establishing brand positioning and messaging that resonated with target audiences. Leaning into the rich family heritage surrounding the company’s origins as a family-run floral shop in Saratoga Springs, NY, a compelling brand narrative emerged from a series of interviews and historical research. The resulting copy and nomenclature evoke sensory journeys through abstracted moments in time. Packaging, creative collateral and retail environments reflect a studied simplicity of essential design principals: colors contrast and compliment, clean lines create balance, and a landscape of textures draws attention to the finest details.