CLARA E. CHOI

Evolving Windsor’s Brand and Creative System


Creative Direction • Brand Systems • Campaign Leadership • +16% YoY ecom • +20% total growth
Led the evolution of Windsor’s brand, refining the identity and building its first scalable creative system across campaigns, digital, social and retail.



Brand EvolutionWe refined Windsor’s identity to better reflect a more elevated direction—retaining the iconinc logo while removing outdated elements, improving legibility and simplifying the color palette to black, white and lavender.

The result is a modern identity grounded in its heritage (88 years!) and designed for flexibility across digital and retail.
Old lockup
Refreshed logo and color



Building the Brand SystemTo support consistency at scale, we developed Windsor’s first comprehensive creative guidelines—defining the brand’s mission, audience, voice and visual system. These guidelines created a shared foundation across teams, improving clarity, efficiency and creative alignment.

Brand mission, target audience, brand voice and expression defined by Candace Abbott.




Scaling Across ChannelsWe extended the refreshed brand across digital, social, and physical activations—ensuring a cohesive experience across every customer touchpoint. From campaign moments to in-store and experiential executions, the system was designed to flex across formats while maintaining consistency and visual impact.

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[ ©2026 Clara E. Choi ] For I know the plans I have for you, declares the Lord, plans to prosper you and not to harm you, plans to give you hope and a future. Jeremiah 29:11