South Loop Loft is a Chicago-based boutique renowned for its expertly curated collection of vintage, modern, and custom furnishings. The goal of this branding project was to elevate and refine the brand identity to better reflect the sophistication, global influence, and distinct taste that define the South Loop Loft experience.
The new identity system blends timeless elegance with contemporary edge—mirroring the boutique’s aesthetic of mixing eras, materials, and design philosophies. I crafted a cohesive visual language, including an updated logo, an elevated color palette, and refined typography.
The rebrand was applied across digital and physical touchpoints, creating a seamless and elevated brand experience—from website to signage to social media. The result is a transcendent, sophisticated yet approachable identity that honors the brand’s roots while positioning it for continued growth among interior designers, collectors, and discerning design enthusiasts.
