Imogene Was Here

Objectives:

Imogene Was Here is a bold, unapologetic clothing boutique rooted in Palisade, Colorado. The Merc, the building that houses the shop, was shifting its business model and demographic toward a more feminine, intentionally curated boutique experience. The space had good bones and a loyal community, but it needed a brand that could carry the weight of that transformation. The goal was to build something from the ground up that felt as alive and layered as the store itself, with a voice, identity, and strategy that could grow with it both in person and online.

Solutions:

I joined forces with Timbo Slices to deliver a complete brand build from strategy to final files. We started where I always start, with listening. The brand questionnaire revealed a clear personality, bold, witty, anti-fast fashion, deeply community-rooted, and fiercely curated. From there we built out the full strategy, dialing in the mission, vision, values, brand voice, audience personas, competitor analysis, and brand positioning so that every creative decision that followed had a real reason behind it.

The Process:

The name came first, and it came from the building. The Merc has a spirit in it. Her name is Imogene. She’s the quiet, watchful presence that’s always been there, observing, curating, and deciding who gets to stay. When the team shared that piece of the story it became the creative anchor for everything. A brand built around a spirit who shows her feathers, who has taste and isn’t shy about it, who was there long before anyone put a rack on the floor.

That energy shaped the entire identity. I needed the visual direction to feel bold without being loud, feminine without being soft, and rooted in place without being small. Every element was chosen the same way Imogene chooses her merchandise: with a strong perspective and zero apology.

Deliverables:

• In-depth brand strategy document including: Mission, vision, and core values
• Ideal audience and brand personas
• Competitor and market analysis
• Brand positioning and key differentiators
• Brand voice and messaging guide including voice traits and examples
• Visual direction and mood board
• Full logo suite (primary, secondary, brand mark)
• Supporting brand elements (pattern and/or iconography)
• Comprehensive brand guide plus mini quick reference guide
• All final files delivered in SVG, PNG, JPG, PDF, and EPS