Signs of Change
Project;
Kure Storefront Signage
Responsibilities:
Art Direction, Environmental Design, Signage Design, Illustration, Vendor Management, Fabrication and Installation Coordination
The Bottom Line:
I designed three storefront sign evolutions for 60+ Kure locations. I made a deal with the CFO so the largest rollout fit cash flow, with every store updated over two years.
"A storefront sign does more than identify a location. It communicates who the brand is becoming."
Case Study:
A storefront sign is often a customer’s first look at a brand. As a business evolves, the sign has to reflect where it’s headed and still be recognizable to the customers who already know it.
Over eight years, Kure’s storefront identity changed three times: Kure Vaporium, then Kure CBD + Vape, then Kure. Each name reflected a shift in how the business positioned itself. Moving from a category-specific name to a simple wordmark gave Kure an identity that could grow as its products and market changed.
I designed each evolution and directed the rollout across more than 60 locations. Sixty storefronts is a real cash commitment, so I made a deal with the CFO: this direction would update the stores without putting a strain on the budget. The largest rollout ran two years, paced to cash flow. I coordinated vendors and schedules store by store, keeping the look consistent while every location stayed open for business.
The result:
Three name changes. More than 60 locations. One consistent storefront, with no cash-flow crunch along the way. I kept managing maintenance and repairs after installation, so the signs kept doing their job as the business changed.
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