PLACEHOLDER: the choice that had to be made
- Chose
- What was chosen
- Because
- The reasoning
- Cost
- What the choice gave up. Required. The build fails if this is empty
Shoeless Joe's
A vintage card shop rebranded without losing the thing that made people come back.
- Client
- Kevin and Dan Burke
- Year
- 2025
- Role
- Creative director
- Outcome
- 000 Placeholder
- Scope owned and directed
- Directed the identity rebrand of a legacy retail store, covering mark, type system, signage and interior environmental graphics.
Brief
PLACEHOLDER. 60 to 90 words describing what the client came with, the actual problem, in their words. Lucas is supplying this copy.
Constraints
- Placeholder
- Budget, tooling, MOQ, materials, timeline or regulatory constraint
- Placeholder
- A second real constraint
Process
Activities and deliverables
| Activities | Deliverables |
|---|---|
| Identity rebrand | Mark |
| Type system | Type system |
| Signage and interior graphics | Store signage, interior environmental graphics |
| TK | TK |
Collaborators
| Name | Discipline | Contribution |
|---|---|---|
| TK | Design | TK |
| TK | Engineering | TK |
Process
Placeholder body. Process artifacts, rejected directions and long-form
narrative live here using CalloutFigure and image components.
Where the practices met
PLACEHOLDER. The handoff points where one practice constrained another. This is the block that proves integration rather than asserting it.
Decisions
PLACEHOLDER: a second real fork
- Chose
- What was chosen
- Because
- The reasoning
- Cost
- What it cost
Outcome
- 000
- Placeholder
- 000
- Placeholder
Retrospect
PLACEHOLDER. 40 to 60 words on what you would do differently.