The gift shop is a black-owned retail experience in DC, powered by Creative Theory Agency. Advocacy for the culture is a fundamental priority for this black-led initiative that actively seeks to put on other small black-owned businesses. An early vision for the gift shop was a black oasis, a place that would honor the loud and fly nature of blackness.
Branding, Visual Identity, Digital Design
Creative Theory Agency
In black culture today, we are deeply inspired by the successors who’ve come before us. During the creative process we decided to lean into themes from past decades, taking most of our initial inspiration from the 70s era. We were most drawn to the funky typographic treatments and the warm, rich colors from this time.
The influences in the gift shop logo design are apparent. A guiding principle of the agency leadership, ‘say less do more’ led us to be simplistic in our accompanying brand elements – placing focus on the unique and varied products of the black business owners.