JCPenney Rebrand

Tithi Shah and I teamed up to rebrand JCPenney, an American department store. Our focus was to refine their logo, with a strong type treatment using bold roman letters, and shift their basic catalog imagery by using a more natural candid style.

Another focus of ours was to sell the lifestyle, colors, warmness, and feeling of fall rather than selling the clothing itself which has shown effective within our target audience.

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