Belk
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Client Category
Retail

Project Type
Brand Identity

Refreshing a retail legacy with modern Southern style.

Led the redesign of Belk’s brand identity, transitioning from its traditional script to a contemporary lowercase wordmark. This update introduced a new tagline, “Modern. Southern. Style.” and encapsulated the brand’s evolution while honoring its Southern heritage. The rebranding extended across various touchpoints including shopping bags, exterior signage and in-store materials.

Additionally, refreshed the brand identities for two of Belk’s major private labels—Kim Rogers and Saddlebred—ensuring a cohesive and modern visual language throughout the company’s offerings.