(2025)
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Alder Park’s pre-launch brand build focused on transforming a narrative-driven clothing concept into a coherent, scalable system rooted in customer insight. Work included defining personas, translating brand story and voice into visual identity, and developing design guidelines that ensured consistency across products and customer touchpoints. The project also established frameworks for packaging, technical design, and design documentation to support operational efficiency and cross-channel growth.
Through research-informed brand strategies, the Alder Park project achieved a system that balanced creativity with practicality, enabling long-term scalability while preserving the brand’s aesthetic and customer-centric mission. Each design decision—from visual language to workflow documentation—was guided by insights into the target customer, ensuring cohesion across both physical and digital experiences.
Services
Brand Identity Development
Brand Strategy
Visual Systems & Guidelines
Asset Design
Phases
Research & Persona Development --- Brand Identity & Visual Systems Design --- Asset Creation --- CX & Launch Readiness Consultation
Constraints
Pre-launch brand positioning reducing available insights
Early stage brand concepts limiting guidelines and requirements
Cross-channel scalability requirements
Outcomes
Clearly defined customer personas and journey mapping
Unified brand identity system
Technical design standards documented
Design system prepared for production and scaling
Alder Park, Branding Design (2024)
Alder Park’s pre-launch brand build focused on transforming a narrative-driven clothing concept into a coherent, scalable system rooted in customer insight. Work included defining personas, translating brand story and voice into visual identity, and developing design guidelines that ensured consistency across products and customer touchpoints. The project also established frameworks for packaging, technical design, and design documentation to support operational efficiency and cross-channel growth.
Through research-informed brand strategies, the Alder Park project achieved a system that balanced creativity with practicality, enabling long-term scalability while preserving the brand’s aesthetic and customer-centric mission. Each design decision—from visual language to workflow documentation—was guided by insights into the target customer, ensuring cohesion across both physical and digital experiences.
Services
Brand Identity Development
Brand Strategy
Visual Systems & Guidelines
Asset Design
Phases
Research & Persona Development --- Brand Identity & Visual Systems Design --- Asset Creation --- CX & Launch Readiness Consultation
Constraints
Pre-launch brand positioning reducing available insightsEarly stage brand concepts limiting guidelines and requirementsCross-channel scalability requirements
Outcomes
Clearly defined customer personas and journey mapping
Unified brand identity system
Technical design standards documented
Design system prepared for production and scaling
Customer Insights
The Urbanite
30 years old
Chicago, IL
Freelance Marketing
Wants
She works from home, and loves being active and taking advantage of all the city has to offer with her dog max. She takes every break in her busy schedule to get out with max. She wishes she could find clothing that could allow her to seamlessly transition between work and city life.
Frustrations
She feels like she always is changing her clothing throughout the day to fit the occasion. This adds stress to her day to constantly manage her dress. She also likes to work from coffee shops, and she can’t find clothes to wear that are comfortable but look professional.
Motivations
Price [2]
Performance [9]
Fit [10]
Convenience [4]
Longevity [5]
Perception [8]
The Creative
34 years old
Brooklyn, NY
Photographer
Wants
As a photographer she is constantly on the go, with gigs all over the city throughout the day. The shoots are fast paced and active, and she wants clothing that feels comfortable to wear throughout her busy days.
Frustrations
She needs to look professional and fashionable for clients to take her seriously. She finds that many brands don’t offer clothing that fits her active lifestyle, and she often has to sacrifice comfort for style.
Motivations
Price [7]
Performance [9]
Fit [9]
Convenience [5]
Longevity [7]
Perception [8]
The Owner
38 years old
San Francisco, CA
Entrepenuer
Wants
He owns multiple businesses, with offices all over the bay area. he’s constantly traveling to manage all of his businesses. He enjoys being able to wear whatever he wants after working on other people’s dress code for so long.
Frustrations
He looks back on the days of sitting in a sweat drenched cotton button down with disdain. But, he still wants to look professional everywhere he goes, and he doesn’t feel it’s respectful to his employees or business peers to show up to any meeting in gym clothes.
Motivations
Price [1]
Performance [9]
Fit [8]
Convenience [6]
Longevity [3]
Perception [9]
The Athlete
20 years old
Eugene, OR
Collegiate Runner
Wants
The D1 schedule is demanding, and she wants a wardrobe that seamlessly transitions between workouts and class. She enjoys being fashionable around campus, but wants performance clothing that accommodates her active lifestyle and body type.
Frustrations
She has trouble finding fashionable clothing that fits her athletic build. She needs comfort and performance in her clothing but can’t find any fashionable athletic pieces that don’t make her look like she’s about to go golfing.
Motivations
Price [5]
Performance [8]
Fit [10]
Convenience [7]
Longevity [4]
Perception [7]
The Gearhead
24 years old
Denver, CO
Ski Instructor
Wants
A true outdoorsman and action sports enthusiast. He’s on a tight budget, but wants the best performance for his lifestyle. He’s willing to spend more for more expensive clothing if he knows it will last and be a staple of his wardrobe.
Frustrations
He hates wearing traditional ‘nice’ clothing, and can’t find anything to wear to dinners or drinks with friends that suits his lifestyle but also fits the occasion. He doesn't want to spend money on clothing that he will rarely wear.
Motivations
Price [6]
Performance [10]
Fit [7]
Convenience [3]
Longevity [9]
Perception [2]
