ARTISTIC VISION
To bring the warmth, color, and nostalgic beauty of New England into everyday spaces and homes around the world, turning brief moments of natural wonder into lasting artistic connection.
Picturesque harbor in Nantucket, MA
Beautiful fall foliage in Sugar Hill, NH
Crisp winter morning in Hollis, NH
Golden leaves in Hollis, NH
Aqua Surf in Hampton, NH
Scarlet Tanager in Hollis, NH
North Light in Block Island, RI
Hummingbird in flight in Laconia, NH
Gambrel Barn and Ice House in Hollis, NH
MISSION STATEMENT
To capture the unique natural and architectural spirit of New England, sharing the comforting and familiar feeling of local farms, historic roads, and changing seasons with art lovers across the globe.
BRAND IDENTITY
In developing the brand identity, I first created a design brief to outline the target and design objective.
For aesthetic inspiration, I compiled a mood board of my most popular images.
In developing the brand identity, it was important to incorporate visual aspects that are naturally associated with New England or aspects of the business itself (landscape photography). Several concepts were designed as hand-drawn options for consideration. I polled family and friends for input to the final selection.
The final logo includes specific visual elements that honor New England and a wordmark. When applied on products, a subtitle and weblink are added for reference and product sourcing identification.
BRAND VISUAL SYSTEM
Brand colors were selected that reinforce the sense of natural wonder of New England. Dominated by muted tones, the colors are specifically soft and refined. The lighter green for the soft rolling farms of Vermont, the dark green for the deep pine forests of New Hampshire, the blue for the vast coastline of Maine and Rhode Island, the yellow and brown for the seasonal changes.
The typefaces for the logo is Cinzel decorative and Bookman Oldstyle. Both have a classic and somewhat formal feeling to them with the slight variable weight and elegant serif treatments.
For digital presentation, a clean, warm san-serif featuring a high x-height for onscreen legibility and a light width variability that aligns to the other two typefaces.
Alternative Logo versions were designed, ensuring consistent usage across all assets and implementations.
Below, a vertical oriented logo and favicon for web applications.
An alternative logo with reversed type and black background was developed and is commonly used across digital applications. The additional references to the proprietary website are sometimes dropped for third-party platform compliance. This is the identity used on the Amazon storefront.
PRODUCTS AND PACKAGING
New England Prints currently has 8 different product lines at various price points. The assortment has been strategically developed to market at a range of price points - from $2 to $100+.
The high-value tier includes large acrylic and metal prints. The acrylic prints are marketed to B2B companies for office installations while the smaller metal prints to consumers for home decorating. The image below is from an office installation of wall-size acrylic prints.
The retention tier includes boxed card sets, notebooks, coasters and a monthly calendar. These are generally marketed to mid-tier shoppers at in-person markets.
The entry tier includes individual greeting cards and bookmarks. These are also marketed to casual shoppers at in-person markets and general wholesale.
Many products are sold individually without packaging (wholesale greeting cards and notebooks) or in clear sleeves (calendars and bookmarks).
The card boxes are marketed in custom designed and professionally printed sleeves and a kraft slide out tray. The packaging was designed to highlight one key image and illustrate the 5 assorted cards within on the back.
Across the 10 different product styles, a design system was developed to provide visual consistency across the entire set with short, descriptive titling in scripted text and a color scheme that aligns to the envelope colors used for wholesale individual greeting cards.
Retail and Market Presentation
Products are offered in-person in both local retailers and at artisan markets. Retal presentations are limited by the space allotment and fixturing found within the wholesaler. Where possible, I add signage to highlight on-shelf presence.
Product adjacencies are aligned to themes to present any large assorted collection as a cohesive set of smaller groupings.
There is more flexibility when setting up at artisan markets and part of the brand signature has been the addition of black in the table draping, fixturing and signage.
Booth set ups are designed to highlight products as larger sets with displays extending vertically to catch the attention of casual shoppers passing by the booth. A prominent banner provides visual anchor and quick identifier for repeat shoppers.
DIGITAL PRESENCE
New England Prints has several storefronts on the web. Including a dedicated, proprietary website and Amazon, Etsy and Faire brand stores.
Products are also available as individual listings on Barnesandnoble.com and Google shopping.
As a brand, New England Prints has dedicated pages on Instagram, Facebook and LinkedIn as "NewEnglandPrintsShop".
BUSINESS CHANNELS AND COMMERCIALIZATION
New England Prints operates in three business channels. Forty percent of orders are from wholesale accounts, some serviced direct, some via wholesale broker and some ordering via Faire.com. The remaining is from online orders which include direct (newenglandprints.com) and third-party direct (Amazon, Etsy) and in-person markets.
Several new products have been developed jointly with wholesale accounts. The bookmark line was initiated by a local bookstore that identified a gap in their assortment for 'adult' appropriate bookmarks, a holiday card line was developed and tested in a different store where there is a large demand for boxed holiday cards. Both processes included working with local printers to validate pricing and temporary in-store trials before adding to the general online assortment.
NEW ENGLAND PRINTS COLLECTION AND WEB STORE
Explore the full collection of retail art prints, fine art cards and home decor at New England Prints.
Shop the New England Prints Collection
