THE PURPLE TREE

BuILDING A BRAND SYSTEM FOR GROWTH

PROJECT

The Purple Tree is a family-owned boutique in Hudson, WI, built on "Good for People. Good for Our Planet." Its existing site no longer reflected the brand. Engaged to lead a full brand refresh and Shopify rebuild — new copy, new photography, refreshed logo, and a two-week timeline.

PROCESS

01. Brand Audit Identified the gap: an existing site and content that no longer reflected the shop's mission or aesthetic. Two-week timeline meant syncing brand definition, copywriting, photography, and build in parallel without sacrificing quality.

02. Brand Foundations Built a full brand system—mission, values, voice and tone, color palette, typography—approved before design began. Logo refreshed into a cleaner, more versatile mark. Custom illustrated graphics library designed for future social and marketing use.

03. Website Build and Creative Asset Implementation Turnkey, multi-page site. Copy rewritten from the old site, the new brand voice, and client consultation notes. New on-site photography, replacing stock. Custom modules and features built by blending AI-assisted and hand-written code, beyond what Shopify's stock theme offered. Wireframe approved before build: Home and Our Story pages, Shop scoped for later. Footer with store hours, address, and social links. New domain secured, project closed with a client training session.

results

Launched on time, on budget. The client left with a complete brand system — voice, palette, typography, logo, and a custom illustration library — plus a turnkey, SEO-ready site built to extend into e-commerce later, and the training to run it all independently.