Natalia Jasso
SELECTED PROJECTS
Dickies
Clinique
Kohl’s
Me!Bath
Monto
Juantons
Yoko
ARCHIVE
HUSH HUSH (BAR)
PLANTARIUM (PLANT SHOP)
FRUITIKI (POPSICLES)
KELLA (PET PRODUCTS)
NEGRO BLANCO CAFE (CAFE)
ABOUT ME
Hey there! I'm Natalia, a graphic designer who loves bringing inspiring projects to life for design-oriented companies. I specialize in conceptual thinking and expressive design. If you need help with Brand Design, Editorial Design, or creating unique graphics for your merchandise, feel free to reach out to me!
Let’s work together →
IDENTITY
Kohl’s
Kohl’s
About the project
In 2021, Kohl’s launched Sephora + Kohl’s to attract a younger, more diverse consumer base. However, to capture that audience long-term, Kohl’s needed to offer more than just deals and coupons. Traditionally, Kohl’s shoppers have been value-driven, looking to get the most for their families.
A full rebrand was cost-prohibitive, so we used color and scale to modernize and create impact without making major changes to the core palette and logo. We chose 'Berry' due to its legacy and resonance with Kohl’s consumers. By infusing it with vibrant accents, we elevated the brand for the future. Additionally, we created a flexible pattern based on the wordmark, providing the brand with a versatile new asset.
In 2021, Kohl’s launched Sephora + Kohl’s to attract a younger, more diverse consumer base. However, to capture that audience long-term, Kohl’s needed to offer more than just deals and coupons. Traditionally, Kohl’s shoppers have been value-driven, looking to get the most for their families.
A full rebrand was cost-prohibitive, so we used color and scale to modernize and create impact without making major changes to the core palette and logo. We chose 'Berry' due to its legacy and resonance with Kohl’s consumers. By infusing it with vibrant accents, we elevated the brand for the future. Additionally, we created a flexible pattern based on the wordmark, providing the brand with a versatile new asset.
Credits
Direction:
Kate Stevenson
Design Team:
Natalia Jasso
Jeri Canales
Kenny Phillips
Motion:
Juanito Méndez
Direction:
Kate Stevenson
Design Team:
Natalia Jasso
Jeri Canales
Kenny Phillips
Motion:
Juanito Méndez