Front @20

2013 marked the 20-year anniversary of Front & Company. A brand refresh was undertaken to celebrate the store’s momentous anniversary. The brand materials kept the shop top of mind with customers and reinforced its positioning as a leading, independent fashion and home retailer.

An intimately sized 5" × 7" book was the key promotional piece. The title, Twenty at Front & Company – Celebrating 20 years, was generated to reference its history. Inside, the narrative was broken into two sections that reflected the 20-year theme: ‘20 things that define us’ and ‘20 window displays’ (what the shop is locally renowned for). A series of photo-based, illustrative spreads were sequenced to tell Front’s story and reflect its brand personality.

The second phase of the work comprised a refresh of the shop’s marketing brochures, stationery and packaging. The core elements of the book – including a scaled-up circle motif and sans-serif typography – found their way into these applications. A more modern vocabulary was introduced to reflect the evolution of the business, and appeal more broadly to customers. Similarly, the business cards (oriented like the clothing hang tag) featured a shortened tagline to reflect the shop’s current offerings – clothing, accessories and gifts. The visual approach was simplified and strengthened to project a confident face for Front and position it for the future.