P.E. Deans


My client, the owner of P.E. Deans, came to me to brand her new business, a furniture consignment store. First I was tasked with designing a logo. I worked closely with the client to find a meaningful logo. I learned that my client named the business after her late mother, and the owner recounted how her mother used to read from her favorite book of poems, Silver Pennies. Taking a cue from the book, I created a logo echoing its cover.

For the general design of the website, I knew that potential shoppers could be turned off by the idea of buying dusty, second hand furniture. My client clearly expressed her desire to portray the store as it really is: a showroom filled with thoughtfully curated gently-used furniture. For website and ads, I took visual inspiration from interior design magazines such as Architectural Digest.