Birch Lane
Birch Lane is the traditional home brand that is a part of the Wayfair family. I lead the brand’s redesign in 2020 to better represent where the business was going – establish a fresh take on classic. The whole brand system was updated and streamlined to scale consistently across channels.
Logo
True to the Birch Lane style, the logo design is classic & timeless.
The mark is symbolic of our brand name and customer. The veins of the leaf create five paths, which represents their love of a thorough search. The stem’s flared base nods to the brand’s root in tradition.
The Role: Art Direction, Design + Logo Mark The Crew: Creative Director: Bryant Ross | Branding Consultant + Logo Design: Pete Strutt
Labor Day Promotion
The Role: Art Direction The Crew: Design: Gabriella Hale | Illustration: Julia Emiliani
Birch Lane Fall 2020 Catalog
The Role: Art Direction The Crew: Photography Direction: Maryalice Eckert | Design: Gabriella Hale | Copy: Jenn Bergin