CASE STUDY 01 · RETAIL / E-COMMERCE

Launching a New Brand

Building a sister brand that has a distinct identity with the trust and heritage of an established retailer.

ROLE

Senior Web & Graphic Designer

YEAR

2024 - Present

SCOPE

Brand Strategy & Identity, Digital Experience Design (UX/UI), Creative Direction

01 / THE OPPORTUNITY

To launch a new e-commerce identity rooted in Scottish heritage

The opportunity was bigger than a logo or a new storefront. The business was launching a new e-commerce brand focused on Scottish products for an international audience. The brand had to be contemporary, premium and commercially relevant.

02 / RESEARCH & STRATEGY

My role went beyond how the brand looked

Inspired by Scotland’s Highlands, the stag represents strength, beauty and heritage, capturing the character we wanted The Scottish Store to embody.

The colour palette balances Scottish heritage with contemporary character.

Tyrian Purple: Richness & heritage

Black & White : Clarity & balance
Nordic Green: Natural landscape
Saffron Yellow: Accent for promotions

The colour palette balances Scottish heritage with contemporary character.

Tyrian Purple: Richness & heritage

Black & White : Clarity & balance
Nordic Green: Natural landscape
Saffron Yellow: Accent for promotions

Didot LT Pro brings an elegant, heritage-led character, while Poppins adds legibility across digital experiences. The typography balances tradition with a contemporary feel.

The brandmark combines the stag and heritage typography into a flexible stamp of authenticity, reinforcing provenance across brand touchpoints.

03 / THE SYSTEM

A consistent brand, wherever customers found it

The Scottish Store identity carried across the website, email, direct mail and social.

Each channel had a different job to do, but they all needed to feel like part of the same brand.

The Scottish Store identity carried across the website, email, direct mail and social. Each channel had a different job to do, but they all needed to feel like part of the same brand.

01 / DESKTOP EXPERIENCE

The Scottish Store desktop web experience

02 / EMAIL MARKETING

The Scottish Store email marketing design

03 / SOCIAL MEDIA MARKETING

04 / DIRECT MAIL

04 / KEY TAKEAWAYS

What I Learned

Brand Strategy & Identity

Successfully launched a new retail brand with an identity of its own, bringing Scottish heritage into a more contemporary e-commerce setting across logo, colour, typography and the wider brand system.

Digital Experience Design (UX/UI)

Translated the new identity into a cohesive e-commerce experience, balancing brand storytelling with usability and the commercial needs of the site across desktop and mobile.

Creative Direction

Established the creative direction across digital and marketing touchpoints, creating a flexible system that could remain recognisable and consistent as the brand grew.

The biggest lesson was that brand work has to do more than look good. It needs to support the business and give customers confidence. For me, that meant thinking about the whole experience, not just the individual assets.

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