Pendleton Park Avenue Flagship Store

In 2017, the Pendleton Woolen Mills retail store in downtown Portland, Oregon decided to relocate. The Director of Marketing and Communications and Visual Merchandising Manager were tasked with implementing a company-wide strategic goal to pivot the look of our store to better reflect our brand’s rich history, quality merchandise, and updated fashion forward direction. We worked together to decide the visual direction of the store.

Based on this collaborative brainstorming, I pulled inspiration directly from Pendleton archive materials dating back to its founding to create the iconic Pendleton neon sign, the interior Born in Oregon logo, and other in-store visuals. The exterior neon sign was designed so that each city’s name could be displayed in blinking neon, making it a destination for tourists; a feature which proved worth fighting for through committee approval. Point-of-sale material utilized classic historical Pendleton images next to modern vibrant Brand Ambassador photography showcasing the history of each curated collection reinterpreted for a current audience. I pitched creating a poster highlighting our blankets designed by Native Artists, something we do on hangtags but isn’t necessarily obvious to our customers without interaction with the on-product branding. The store reported increased sales of these blankets leading to a roll-out of our featured artists poster in additional stores.

For the Grand Opening I created invites and materials tying back to these in-store designs in addition to materials celebrating all of the Oregon Makers hired to create various displays and fixtures in the store. This launch tied nicely into the launch of our “Here in Portland” Portlandia blanket (illustration, concept, and design also by me) which we unveiled at the ribbon cutting ceremony. 

CONCEPT Kathy Monaghan, Rachael Dominguez, Andrea Capp
VISUAL MERCHANDISING MANAGER Rachael Dominguez
DESIGN DIRECTION Andrea Capp
DESIGN Andrea Capp
NEON SIGN MANUFACTURER Ramsay Signs
NEON SIGN PHOTOGRAPHY & VIDEO  Leland George
STORE PHOTOGRAPHY  Hermon Joiner
COMPANY Pendleton Woolen Mills