Vocal had the opportunity to partner with Joe Coffee Company, a specialty coffee company based in NYC, for the launch of their first CPG product. Joe Cold Brew is roasted in Brooklyn, HPP processed and served in their cafes as their well known Overnighter cold brew; now available in RTD form. Scope included custom lettering, packaging design and an illustrated launch animation for social media. 

PS. The product is delicious.

Vocal has several projects on-going for various teams within the Starbucks corp, and some of that work is shown here. But the bulk of this work was done as a Starbucks employee.

Prior to starting Vocal, Kelsey spent 6 years in-house working for Starbucks. During her time there, she designed a variety of pieces, with a focus on packaging and applied illustration, but also working on some national product launches and campaigns, branding some sub-brands, creating in-store promotions and also some exhibit/experiential design.

This work was all produced.

Vocal has partnered with REI on various retail design projects, from illustrations, seasonal promotions and displays to concepts for new in-store marketing platforms. Vocal led the creative direction for the REI ISM Evolution project, resulting in their first new in-store look and feel in Olympia and then the new Washington, DC flagship and consecutive rollouts since. Much of this visual style has been adopted into the overall REI corporate Brand Guidelines.

Vocal worked with local CD/copywriter Suzie Schofield to re-brand local jewelry icon, Fox's Gem Shop. With a move to a new space, it was time to update the brand. The new logo with custom "Seattle" script perfectly suits the brand pillars of being a contemporary, iconic, Seattle business. Vocal created the comprehensive branding and worked with photographer Joe Holdsworth to create the new ad campaign.

This delightful client, American Baked Co., is a high end gourmet edibles company based in Seattle. Vocal has been working for months on the packaging and advertising for this product, which can be found in all good Seattle pot shops.

As a designer for Starbucks, I had the opportunity to work on the Teavana brand. This work included packaging, brand updates, and graphics, art and menu for retail launch of the new Teavana Tea Bars. I designed the new custom brand pattern, which is debossed in the new double-wall hot cup.
I also worked with the store design team to bring the brand expression to the physical space. 

Teavana was a unique opportunity because it was working with a small team and moving outside of the normal process in order to get things done in an expedited manner, with a scope ranging from branding to retail experience.

Art direction for digital experience & campaigns for Pleasant Beach Village, a resort and retail destination on Bainbridge Island.

Vocal supplied branding design, consultation and social media package design for Soul Training, a Yoga & Fitness Training based in Cornwall, UK. 

Branding & Illustration for a mobile cocktail bar & event business.

Bainbridge Island Outfitters + Depot is a retailer of local goods, renter of outdoor gear, and host of local classes in brewing, foraging and the like. Vocal created the branding for BIO+D and continues to be in awe of their instagram stories of classes in emergency outdoor sutures.

Vocal has partnered with Leaf Werx, a Seattle-Based cannabis company, for a comprehensive re-branding, including art direction and packaging design. Photos by Joe Holdsworth

Branding and updated label design for Eagle Harbor Wine Co.

DCGONE is a large format, fulfillment, envelope and print house that has been around for 50+ years. Vocal recently took an an experience / interior design project at the new DCGONE headquarters in south Seattle. An enormous modern building, the interior needed a soul- and partnered with their internal studio, we came up with an overall concept of stunning executions that work as both pieces of art and examples of the impressive in-house capabilities that the DCGONE team has.

A sample of illustrations done by hand, some applied to brands, some purely for fun.

Logos baby, logos. From small businesses to municipalities to startups and corporations.

Expressive, custom and ownable – hand lettering and custom typography are a cornerstone of Vocal’s business. And a personal favorite.

Bringing brands to life in retail environments.