Bali Brand ArchitectureAs the Bali portfolio expanded, the distinctions between premium, core, and value offerings became increasingly difficult to navigate. The opportunity was to create a tiered brand system that clearly defined each experience while maintaining the strength and recognition of the Bali name.
I translated the brand architecture into differentiated visual identities, brand positioning, and creative frameworks for
Bali Essentials, Bali, and Bali Designer Collection.
Through brand standards, creative direction, and a scalable design system, I established the visual and verbal foundation for each brand.
The system created consistency across hundreds of retail touchpoints while giving each sub-brand the flexibility to tell its own story.
October 2025
Madison, Wisconsin
Design
Ashley Lawlor
Creative Direction
Erica Flynn
Pooja Sethi
SELECT WORKS
Graber Shop by Color
THD Shopper Journey
Lowe’s Spring/Summer Campaign
Press Packaging Refresh