The Challenge
Goo Goo Cluster is a Nashville institution with over a century of brand history. Opening a flagship retail location in downtown Nashville required translating that heritage into a physical space that felt authentic to longtime fans while being discoverable and engaging for tourists encountering the brand for the first time.
Goo Goo Cluster is a Nashville institution with over a century of brand history. Opening a flagship retail location in downtown Nashville required translating that heritage into a physical space that felt authentic to longtime fans while being discoverable and engaging for tourists encountering the brand for the first time.
My Role
I led full creative direction for the store, designing across every customer touchpoint from environmental graphics and signage to an interactive digital kiosk with UI/UX design, through to the overall retail experience. The work required balancing a deeply nostalgic brand identity with a contemporary retail sensibility.
I led full creative direction for the store, designing across every customer touchpoint from environmental graphics and signage to an interactive digital kiosk with UI/UX design, through to the overall retail experience. The work required balancing a deeply nostalgic brand identity with a contemporary retail sensibility.
