The goal wasn’t simply creating new signage. It was building a system that made the storytelling feel more intentional, emotional, and grounded in the product experience itself.

I developed a flexible in-store messaging system that helped organize communication across the entire retail environment, from storytelling and education to wayfinding and promotional moments. Each piece was designed to feel cohesive while giving different types of messaging room to breathe.

Photography became an important part of that evolution too.

I incorporated my own photography throughout the system to create a more intimate and emotional connection to the product. I wanted the imagery to feel tactile, atmospheric, and honest. Less like traditional retail advertising, and more like the feeling of actually being outdoors. Quiet moments. Texture. Natural light. The kind of imagery that slows people down instead of shouting at them.

The result was a retail system that felt warmer, clearer, and more connected to the LL Bean experience as a whole.

Not just signage.
A more thoughtful way for the brand to show up in physical space.