West Elm - Faux Rebrand

Originally, I wanted to get some branding practice with putting more attention to the logotype as a logo rather than the mark (which is what I normally lean towards in my commissioned projects). So I decided to use West Elm as my "client". I worked to make the logotype and mark tactile with modern influences - much like WE's take on furniture. I developed the logotype off of Deming EP by Mike Fortress. After spending some time with the rebrand, I wanted to see it in the wild and envisioned grid systems the brand could use as a part of its language.