Serendipity Home is a home décor boutique in Oconomowoc, Wisconsin. I partnered with designer Mackenzie Brinks to develop the brand identity ahead of the store’s 2024 launch, working closely with owners Carla and Nicole to bring their vision to life.
Once the branding was complete, I designed a variety of supporting materials to promote the store. These included both print and digital assets such as posters, save-the-date cards, seasonal sandwich boards, and other marketing collateral. I also produced product photography for use across social media and promotional materials.
Branding
Before getting started, we asked the clients a few important questions to better understand the brand they wanted to build.
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Cozy
Inspired
Excited
Homey
Farmhouse-feel
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Our home should tell a story of who we are and the “things” inside of it matter. Both of us are self-proclaimed home bodies and coming home means more to us than most! We pursue beauty and home is at the center of it all. We have a passion to help others pursue this as well and create a space that you never want to leave.
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Homeowners
Mothers and families
Women aged 30 to 60 (with a focus on those in their 40s and 50s)
Shoppers with discretionary income
Marketing & Materials
With the branding finalized, I moved on to building their website, setting up their Google Business profile, and creating their Facebook and Instagram pages. I also developed marketing materials for networking, promotions, and interior and exterior signage. Product photography played a key role. I coordinated photoshoots with the clients and styled small scenes to help capture the store’s look and feel.
Grand Opening
To build excitement for the store opening, I created a social media campaign for Facebook and Instagram, designed posters for the store windows, and produced postcards to leave at local businesses, along with a raffle sign. In the weeks leading up to the event, I also ran Meta ads to help promote the launch.
I attended the grand opening to capture photos, and the event was a big success. It was exciting to see everything come together and to watch Serendipity Home officially open its doors to the public.
Grand Re-Opening
After a year in Avenue Square Mall, the clients reached out to let me know they were relocating and needed posters to display at both their current location and their new storefront on Main Street. I wanted to make it clear that the store was just moving down the street, so I included a small map on the posters along with photos and store details to help introduce Serendipity Home to people who hadn’t discovered it yet.
Website
As an additional marketing tool, I created a website showcasing their seasonal décor and providing a way for customers to get in touch. One of their goals is to offer in-home decorating services using their inventory. They’ve piloted this service with several customers, and once their pricing and process are finalized, it will be added to the website as a formal offering with scheduling options.
Photography
Process
It’s been a great experience working with Serendipity Home from the very start of their brand. I’m grateful to have played a role in bringing their vision to life. Looking back at our first meetings in 2023 to discuss their branding and marketing plans, it’s exciting to see how much the business has grown since then. Being part of their journey has been incredibly rewarding.
Collaborating with Mackenzie on the brand identity was a great experience. We worked closely together, bouncing ideas back and forth and refining concepts until we landed on a direction that felt just right. Combining our different perspectives and strengths allowed us to create a cohesive brand that reflects the store’s personality and vision.
