Client Barnes
How I Helped: Retainer Solution & Freelance Hours
Repositioning Barnes: From Retail to Brand System
The tension
B2C vs Trade confusion
Inconsistent brand expression
What I noticed
Tone mismatch
Weak visual consistency
Missed storytelling opportunities
I guided
Identity refinement
Campaign structure
Website system
What changed
Clearer positioning
Cohesive visuals
Scalable system
