JCPenny Rebrand, 2019

Re-created visual identity for JCP

My partner Kevin Ebrahimoff and I decided to rebrand JCPenny and explore a new visual identity for them by creating a Fall 2020 series with catalog, photography and GIFs. To make it all cohesive, we also decided to give out wrapped gift boxes to our costumers with tissue and a copy of our catalog in the box. The overall goal was to stir away from the artificial, crowded, studio photography and give it a more chic and candid feel. The products in the studio were photographed by Kevin and the outdoor photographers were shot by me.