Kure Signs of Change
Project;
Kure Storefront Signage
Contribution:
Art Direction, Environmental Design, Illustration, Project & Vendor Management
Summary:
Designed and directed three sign evolutions across 60+ Kure locations over eight years, a two-year rollout from concept to last install, followed by ongoing maintenance and vendor management to keep the brand consistent storewide.
"A retail sign is the first thing a customer sees and the last thing they remember."
Case Study:
A retail sign is the first thing a customer sees and the last thing they remember. When a brand is shifting under changing regulations and a changing product mix, that sign has to do more than mark a location. It has to say: still the brand you trust, and open to whoever's walking up for the first time.
Kure's signage evolved three times over eight years, from Kure Vaporium, to Kure CBD + Vape, to simply Kure. Each version was a deliberate repositioning, not just a name change. The move from a category-specific name to a single clean wordmark marked a brand outgrowing any one product and planting a flag as something broader and built to last.
I designed each sign and directed the full rollout across all 60+ locations, a project that ran two years from first concept to last install, coordinating vendors, fabrication, and installation schedules location by location while keeping stores open throughout.
The work didn't end at install. I've continued managing sign maintenance and repairs across the full portfolio since, keeping the brand consistent at every location, not just on launch day.
