House of Vintage is a massive, eccentric secondhand store that embodies authentic Portland culture. They have decades of apparel, ranging from clothing from the 1960s to modern pieces. Despite their wide inventory and popularity, their branding was inconsistent and didn’t truly capture the store's vibrant, eclectic energy. The challenge was to create a cohesive, modern rebrand to effectively reach their target audience of young adults seeking unique vintage finds and contemporary streetwear.

I collaborated with a team of two other people, Mikaili and Alex, taking on different roles to fulfill the project goals. Mikaili led the concept development and brand strategy, while Alex developed and designed the website. I was responsible for incorporating the brand identity into their social media presence, designing the brand book, and creating the presentation deck. My role helped ensure consistency across digital touchpoints and internal brand guidelines.

We developed a bold, street-style aesthetic to celebrate their vintage heritage and modern relevance. The bright, vibrant colors and energetic typography feel contemporary yet timeless, speaking directly to style-conscious young adults hunting for uthentic pieces with history and character.

The rebrand successfully modernized House of Vintage's identity while honoring its Portland roots. The client reported an increase in foot traffic and recognition from their target demographic. The new identity positions House of Vintage as a destination for young adults seeking fashion styles that span decades. 

Roles
Branding
Illustration
Page layout

Team
Mikaili Jones
Alex Kupersmith