The New School Store
Brand Identity, UI/UX
Client: The New School
Co-Creative Direction: Lisa Looye
Building on the original identity developed by Pentagram Partner Paula Scher, I adapted the flexible visual system for The New School Store in collaboration with New York–based designer Lisa Looye, translating the brand into a retail-focused experience. I oversaw the graphics and art directed the website.
The ProcessWe developed the concept of neighborhood as community, anchored by the tagline “Everybody looks good in New.” Grounded in an audience-led approach, we took to the streets of New York’s Greenwich Village for a guerrilla-style shoot, capturing students and local businesses in order to construct an editorial, day-in-the-life narrative that is both relatable and aspirational.
The PlatformThe design strategy extends across the website and social media, where
navigation mirrors the experience of moving through a neighborhood in
ways that are fluid, intuitive, and discovering.
Store Experience
The store experience was designed like a student breakroom: casual, communal, and comfortably lived-in, where people can gather, pause, and feel at home.