Revolutionizing Art Supply Branding Through Innovative Design
Retail Brand Identity Development • User Experience • Community Engagement
AMBITION ______________________________________________________________________________________________
Reimagine Art Retail with a Bold, Flexible Brand Identity
The Lamar Dodd School of Art needed a retail space that not only provided essential supplies to students but also reinforced its role in fostering creativity and sustaining the arts. Dodd Creative Supply was envisioned as more than just a store—it was a hub for artists, educators, and students to access tools that fuel their craft. However, its brand identity lacked cohesion, and its visual presence didn’t reflect the dynamic, ever-evolving nature of the artistic community it served.
Our goal was to create a brand that resonated with students and faculty, felt professional yet approachable, and could be easily implemented by a resource-limited client. We sought to craft an identity that was as fluid and adaptable as the artists it supported.
Pictorial iconography exploration conducted by the whole Layton Design Studio
Abstract iconography exploration conducted by the whole Layton Design Studio
Mascot iconography exploration conducted by the whole Layton Design Studio
Typographic iconography exploration conducted by the whole Layton Design Studio
Marshall Smith (Left) working with Morgan Chancey (Right) to refine logo iterations
Layton Design Studio presenting intial exploration to Client Amy Scott (Bottom Left)
Layton Design Studio working through initial research & exploration
Layton Design Studio conducting a visual direction workshop where it established the personality of the brand project
Layton Design Studio's initial Client Meeting with Amy Scott (Pictured at the white table Middle-Right)
ACTION _________________________________________________________________________________________________
Designing a Modular, Accessible, and Art-Inspired Identity
As an art director with the Layton Design Studio at UGA, I collaborated with a team of other designers to define the brand’s visual and strategic direction. Through client meetings and creative workshops, we explored three unique branding concepts, using mind mapping, visual research, and naming exercises to develop a compelling identity.
We landed on a bold, modular approach inspired by Risograph printing—a medium frequently used by the client. This system embraced collage, layering, and a vibrant RISO-based color palette to reflect the energy and adaptability of the art school. We carefully considered the client’s limitations, ensuring the final identity was easy to use across digital and print materials.
To support brand implementation, we developed:
• A flexible template system for social media and print promotions.
• A color system derived from Risograph inks for brand consistency.
• Typography and layout guidelines that balanced creativity with accessibility.
Includes Sketches from Ally Smith
Includes Sketches from Ally Smith
Includes iterations from Ally Smith
Includes iterations from Ally Smith
Includes iterations from Charli Carlisle
Includes iterations from Ally Smith
Includes iterations from Sarah Tanaka
Includes iterations from Emily Resmondo
Includes iterations from Anna Pham
ACHIEVEMENT ___________________________________________________________________________________________
A Cohesive Brand Identity That Empowers Creativity
Dodd Creative Supply now has a brand identity that aligns with its mission—supporting artists today to sustain the arts for tomorrow. The final identity balances structure with flexibility, providing a recognizable yet adaptable system that the client can maintain with limited resources.
With an intuitive template system, DCS can now efficiently create promotional materials without extensive design expertise. The modular approach allows the brand to evolve while maintaining a distinct presence within the Lamar Dodd School of Art.
By merging contemporary design with practical implementation, we ensured that Dodd Creative Supply stands out as a vital resource for artists—now and in the future.
Final Horizontal Iteration refined by Ryann Perkins
Final Vertical Iteration refined by Ally Smith
Final Horizontal Iteration refined by Ally Smith
Final Poster Style Mockup refined by Morgan Chancey & Rayne Cross
Final Poster Style Mockup refined by Morgan Chancey & Rayne Cross
Final Bag Merchandise Mockup
Final Shirt Merchandise Mockup
Final Color Scheme Refined by the entire Layton Design Studio
REFLECTION _____________________________________________________________________________________________
Refining, Collaborating, and Learning Through Iteration
I focused on refining logo iterations for Dodd Creative Supply, collaborating with Gabby Branch and Maddy Lyons to explore the refinement of alternative directions. I also helped develop branding concepts for the earlier working title, "Dodds & Ends," before we landed on a stronger working title.
Beyond design, I actively helped facilitated client meetings with Amy Scott and contributed to workshops shaping the brand’s voice and direction. This project taught me overall the value of iteration—that even discarded ideas can lead to stronger solutions, making exploration essential to great design.
