Tate & Co.

In this graduate-level branding project, I led the rebranding of a company formerly known as Simply Wild, introducing a new identity under the name Tate & Co. This case study showcases the full brand development process from concept to execution, including a custom logo, refined color palette, typography system, brand voice, and a detailed brand guide. Visual mockups and assets throughout the page illustrate how these elements come together to form a cohesive and modern brand presence.

Logo design

The Tate & Co. logo was designed with a personal touch, at the heart of the brand is a tribute to the founder’s dog, Tate. The client requested that Tate be featured in the logo, and his likeness inspired the illustration style and overall tone of the brand mark. The design blends warmth and personality with clean, modern lines to represent the brand’s identity. Below are reference photos of Tate that informed the logo design process.

SWOT ANALYSIS

STRENGTHS

  • Great store merchandise
  • Good relationship with the community
  • Affordable prices

WEAKNESSES

  • Consistent posting on socials
  • Variety of models in posts
  • Instagram engagement
  • Signage

OPPORTUNITIES

  • Grow social media
  • Gain new customers
  • Brand growth outside of women’s clothing

THREATS

  • Online retail shops
  • Other boutiques that may pop up in Livingston

FONT

Although there is not a specific font Hailey uses for her branding, she does use a consistent style of fonts. Her favorite is fun script as a main and a basic bold font for specific headlines and such.

I have suggested two fonts for Hailey to use throughout her branding to keep it consistent.

Brand colors

SOCIALS