Hailey J. Strader

My design centers around the customers who frequent Hemline: strong, young, fashion-forward women. The traditional holiday red is scrapped for millennial pink. A standard wreath is now abstracted into three rings, which are painted gold and twisted with eucalyptus vines. Earthy pine branches invite customers in. Faux fur and sparkling lights showcase the Hemline’s polished, trendy style. To express the intersectional and diverse people of 2nd Street District, a modern, curvy script celebrates of the holidays rather than Christmas.

My design is bold, chic and powerful, reflecting the mission of our store, the women that run it, and the customers that support it.

Research

All great design starts with strong research. I wanted to target the customers that frequent the store: chic, modern, fashion-forward women. Gold tones, earthy greens, and touches of candy pink became key elements for my design.

Rendering

I created a 1/4 in = 1 ft scale sketch to present to Hemline’s store owner. Once the design was approved, I created a preliminary budget and created schedules for our team to build and install the final product.