ShopHER is a Pop-Up incubator for local, women-owned small retail businesses located in Union Station, Washington DC. Approximately 15 small businesses are selling products such as clothing, jewelry, popcorn, candles, home goods and art. I was approached to help conceptualize the branding for this store, collaborating with the project manager at Women's Business Center.
![](https://cdn.myportfolio.com/0cefb9b651e806b4274eb78f132c6e95/062ff38b-9f6a-4a21-abeb-e3e474eb4b4d_rw_3840.png?h=4aa53a99f113b78a478fb18c99f5e2c8)
Sketching Process and Logo Variations
![](https://cdn.myportfolio.com/0cefb9b651e806b4274eb78f132c6e95/5b04404f-d202-44c1-9b9d-5777459944f2_rw_600.png?h=f86942b36da120415a241e965ef1c4f6)
![](https://cdn.myportfolio.com/0cefb9b651e806b4274eb78f132c6e95/f84d159d-132c-4078-be7c-31e96c495ce6_rw_600.png?h=4ed1b91bb352acb17abc1d01472f0b5d)
![](https://cdn.myportfolio.com/0cefb9b651e806b4274eb78f132c6e95/a32a98cd-1381-4412-bb41-fa6928d89135_rw_600.png?h=b66daf139ee84e5b001c98b7ee6b0b8b)
![](https://cdn.myportfolio.com/0cefb9b651e806b4274eb78f132c6e95/ff1f7da1-938e-460f-aa71-bdcaac12ae72_rw_600.png?h=1dd5b388ffd4ee0839dd6b4b46f4e4f2)
ShopHER empowers women-owned businesses from all backgrounds. When developing the logo, I wanted to capture the diversity behind this project. The logomark is a bag consisting of various shapes and colors, alluding to the diverse harmony shopHER brings to its small pop-up in Union Station. The colors are a perfect blend of pink and purple that doesn't overwhelm the viewer.
Final Branding Guide
![](https://cdn.myportfolio.com/0cefb9b651e806b4274eb78f132c6e95/79c83081-078f-4f29-ba59-1ac79d52005d_rw_1920.png?h=9b2bf3a178d783985105f9cb15c8a14a)
Store Panels
![](https://cdn.myportfolio.com/0cefb9b651e806b4274eb78f132c6e95/d74bc1bc-0156-4e9a-9133-7cf93bc19649_rw_600.png?h=303f7c1a2dff1c39f96c11001ff74580)
![](https://cdn.myportfolio.com/0cefb9b651e806b4274eb78f132c6e95/f4438917-4e73-48c1-add5-f910242eec40_rw_600.png?h=4cdd8447a38cd7f8e6cb67043f342fdc)
![](https://cdn.myportfolio.com/0cefb9b651e806b4274eb78f132c6e95/ad41dee3-1a8d-4c8c-86dc-654cdd421cdf_rw_600.png?h=4c47b0d5230c427f3f6f7745378700ad)
![](https://cdn.myportfolio.com/0cefb9b651e806b4274eb78f132c6e95/a4b817b7-3731-4568-8362-2c32c49ad3f8_rw_600.png?h=91f0bdc6dd383af94b3c08805154bac9)
![](https://cdn.myportfolio.com/0cefb9b651e806b4274eb78f132c6e95/7b792ad2-0db8-4c2a-a2d3-c84c2424cea8_rw_600.png?h=a465acb01018c3789e0f4908cad49f7c)
Grand Opening in Union Station, Washington DC
![](https://cdn.myportfolio.com/0cefb9b651e806b4274eb78f132c6e95/7092d732-59ad-4398-9806-360cf6a6e5d3_rw_1920.png?h=2443178247b1c18a50c25e89059b6a07)
![](https://cdn.myportfolio.com/0cefb9b651e806b4274eb78f132c6e95/1176d9fe-8721-4fa9-8b53-a47512409d38_rw_1920.jpeg?h=e4d5b7d8b30677106d0b9c1d430f3667)
![](https://cdn.myportfolio.com/0cefb9b651e806b4274eb78f132c6e95/d41b4e43-6823-47bd-8610-df2ccb413f71_rw_1920.jpeg?h=fa6d8c5a2b37a1642d86f9df9aa8f586)
![](https://cdn.myportfolio.com/0cefb9b651e806b4274eb78f132c6e95/ee6f568b-2704-4f9a-adbd-fa265866df3b_rw_1920.jpeg?h=5679165258579777b20e445a6544a11a)
![](https://cdn.myportfolio.com/0cefb9b651e806b4274eb78f132c6e95/c137e285-648c-4e29-bc6e-8dac93f44cf2_rw_1920.png?h=38da552b2a0c8b6c725f1ef45b42c224)
![](https://cdn.myportfolio.com/0cefb9b651e806b4274eb78f132c6e95/e06285a8-293d-4aab-8682-d7dec81382c2_rw_1920.png?h=dcc30f513760fd7f63d34d10aa227f1e)