Clint Williams | Senior Graphic Designer & Art Director

Brand Identity · Web Design · Print & Marketing

Role: Creative Director, Art Director, Brand & UI/UX Designer

GreenWorks is a physical resale shop giving quality secondhand goods another chapter. With an established name but no visual identity, the business needed a cohesive brand to support its store, online presence, and marketing.

Working directly with the client, I translated our conversations about the business and its needs into a brand identity, responsive website design, and coordinated print materials.

CHALLENGES

The challenge was making secondhand shopping feel more premium while keeping GreenWorks down to earth and welcoming. Southern charm needed to come through without layers of texture or decorative detail overwhelming the merchandise. I prioritized open space and clear navigation, resisting the temptation to crowd pages with menus and category labels as the inventory grew. Product pages also needed to stay simple so a fast-changing selection of low-quantity items could be updated quickly.

GOALS

Build trust and invite discovery: Make GreenWorks feel welcoming and credible, emphasizing the quality and character of its secondhand goods.

Connect the shopping experience: Establish a consistent visual language across the physical shop, website, and marketing so customers could recognize GreenWorks wherever they encountered it.

ACCOMPLISHMENTS

Established the brand identity: Created the GreenWorks logo, color palette, typography, and brand guidelines, giving the business a consistent foundation for future communications.

Extended the brand across web and print: Designed desktop and mobile layouts for browsing available inventory alongside business cards, promotional flyers, and merchandise tags, carrying the identity consistently across digital and printed materials.

GREENWORKS DESKTOP

The website brings the GreenWorks identity online, with a homepage featuring selected finds, category browsing, and individual product pages. Generous imagery highlights each item’s character, while consistent typography and color connect the website to the physical shop.

GreenWorks Landing Page

Shop by Category

Featured Finds

Home Decor Products

Product Details

The GreenWorks Difference

GREENWORKS MOBILE

On mobile, the design adapts to a single-column layout with dedicated navigation and swipeable category browsing. Product imagery remains prominent, with item details arranged in a clear, easy-to-scan sequence.

GreenWorks Mobile Landing

Why Shop GreenWorks

Shop by Category

Featured Finds

The GreenWorks Difference swipeable cards

Home Decor Products

Home Decor Product Details

Slide-out Navigation Menu

GREENWORKS BUSINESS CARDS

The business cards introduce the GreenWorks identity with a subtle illustrated pattern inspired by the shop’s eclectic inventory. The pattern adds character while keeping contact information easy to find.

GreenWorks Business Card Front

GreenWorks Business Card Back

GREENWORKS FLYER / WINDSHIELD CARD

The flyer introduces GreenWorks through room photography and selected finds, inviting customers to visit the shop or explore the collection online. The reverse expands on the brand’s story and reasons to shop, while a QR code will connect the printed piece to the GreenWorks website.

GreenWorks Flyer Front

GreenWorks Flyer Back

GREENWORKS HANG TAGS

The hang tags bring the GreenWorks branding to individual items, with room for item details and pricing alongside a message of reuse. The elongated format, contrasting brand colors, and prominent wordmark make the tags a recognizable part of the in-store experience.

GreenWorks Hang Tag Back

GreenWorks Hang Tag Front

GreenWorks Hang Tags With Strings

GREENWORKS BRAND GUIDE

The brand guide documents GreenWorks’ purpose, audience, and visual identity, with guidance for using the logo, color palette, and typography across different materials. It provides a consistent reference as the business grows.