06

SF Umbrella

Are You Ready?

Objective

Redesign an existing boutique. Create an identity that is distinguishable as well as cohesive throughout the deliverables. Deliverables must aim to attract the target audience.

Approach

The San Francisco Umbrella Company is the only umbrella shop in all of San Francisco. It was founded in 2012 by Marc Alan Brown. What was first an art gallery, is now an umbrella boutique located in North Beach. People view umbrellas as a seasonal product. The Umbrella Company aims to combat this Western philosophy by adopting Eastern views about umbrellas and their use as sun screens.

The redesign includes a condensing of the company name to SF Umbrella. The new name and bold logo make it easily recognizable and unmistakable as a hallmark in the city of San Francisco. It fits San Francisco’s contemporary design, but differentiates itself enough to be distinct, creating a space for an allegiance to the brand. Call to action postcards invite customers year around to purchase umbrellas. The clean and simple design raises the quality of the brand and its view toward its products.