Hello Sunshine
Brand evolution for Reese Witherspoon’s
media company, Hello Sunshine.
BEFORE / AFTERBrand Evolution
Before: 2020
The brand was scattered, primarily pieced together from many disparate creative sourced from different places. The retro 1950’s-housewife inspired tonality and overtly bubblegum sweet treatment of the brand was growing increasingly antithetical to the mission: to champion women telling their own real, authentic, inspiring stories.
After: 2021
Brand evolution. Revised color palette, elevated typography, and ownable brand elements.
Staying true to the brand’s roots. Hello Sunshine is a joyful, bright, optimistic brand. It was important to stay true to those values while elevating and refining to a more premium brand.
Having conversations. Thorough conversations with the executive leadership team and founder to understand where the brand is going and future-proof.
Building for scale. The Hello Sunshine brand umbrella is ever-evolving, and growing each day. The brand needs to flex across many sectors, and be flexible enough to live alongside other entities.
Commitment to joy. Everything Hello Sunshine touches should bring joy; whether through humor, inspiration or authorship.
Updated and expanded brand guidelines, applications across digital, social, branded content, marketing materials and merchandise.
Brand Design
Content Branding
Branding for social and co-branded long and short-form content.
Developed and implemented photography guidelines for the brand, focused on leadership, authenticity, exclusive access, friendship and joy. Directed shoots of leadership and team.
Brand Photography
Events & Experiential
Brand experiential and co-branded event design and creative direction.
Organic Social