When our team launched the direct to consumer website in earnest, we needed a new brand identity to go with it. I created the Haworth Retail Style Guide to give visuals and voice to our brand ethos. As a historically B2B brand, Haworth struggled to make their creative consumer-friendly. With this in mind, I developed these guidelines to bring warmth and approachability to the brand, which was then implemented across all of our digital collateral.