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ABVI-Goodwill was expanding its retail footprint into a more upscale market to better utilize higher-value designer donations. The target audience for blue boutique is contemporary, eclectic, savvy, uptown chic meets downtown fashionista. The retail environment is modern, earthy, clean, textural, light and intimate. The blue boutique brand ID included logo, tagline, outdoor signage, interior design direction and wall graphics, advertisements, closet cleanse program and hangtags. Copywriting by Robin Lohkamp
Sondra Imperati, VP Marketing, ABVI-Goodwill

What it’s like to work with Michele:
Michele becomes part of the fabric of her client’s environment and understands her clients’ challenges to create a truly different perspective and creative approach. She is an excellent project manager who uses and offers all of her creative resources to ensure that every project over delivers in terms of results.

Michele in a nutshell:
Strategic. Smart. Passionate. Uniquely original.

What Michele has done for us:
Michele takes our marketing briefs and turns them into true works of art that speak to shoppers, donors and the individuals we serve in a different, appropriate and breakthrough way. Her work generates buzz!

Biggest contribution:
Michele has helped ABVI and Goodwill communicate our mission and benefits to the community in a cool, engaging and beautiful way.

Most memorable project:
Michele worked in partnership with my team to bring to life the brand for “blue—A Goodwill Boutique.” She created the logo treatment, signage and ad campaign, and provided recommendations on color, fixturing and merchandising for the store. Her vision and creative genius helped create the image and ambiance our customers have come to know and love.