Jenn Shore, of Shore — Creative.
Photograph by Erin McGinn.
I’m proud to know Jenn and to have had the opportunity to work with her on a recent client project this past year. Jenn’s design office, Shore — Creative is based in Newport, Rhode Island, offering an array of services that include branding, illustration, art direction, graphic design and web development.
Aside from her work, which caters to the minimally inclined, one thing I especially admire about Jenn is simply the way in which she conducts her business. I am highly selective with whom I present to my clients, and Jenn is someone I would introduce without blinking. She is organized, thorough, communicative, deadline-driven and what one might affectionately call a “boss babe.” Jenn is process-driven, too, which helps ensure that the flow of our work is, well, flowing. She goes the extra mile to ensure the client is delivered with an end result they genuinely love, versus just merely delivering.
Above: A sampling of just one of the sub-mark assets created for Sara Crooks, along with a dreamy master bedroom Sara designed!
This past year, Jenn and I partnered on a partial branding and web development project for interior designer Sara Crooks. Based in Oklahoma, Sara’s portfolio oozes with sophistication and a chic dose of southern sensibility. Her goal with her design work is to ultimately create spaces for her clients that align and layer details from start to finish - spaces that are “high on style and comfort while honoring the souls that live there.” We especially loved working with Sara, and the creative energy that the three of us shared was good old fashioned fun! Below are a few visual snippets from the creative process…
Above: Developing a color palette for a sub-mark suite and digital identity that authentically reflects the essence of Sara’s designs.
Voilà A preview of Sara’s website developed by Shore — Creative. View here.
Above: Gone mobile! A preview of Sara’s site on mobile mode.
I invite you to get to know Jenn with a good old fashioned Q&A, below (and be sure to follow her in Insta):
Shore—Creative Delivers bespoke branding, illustration and custom websites for the minimally inclined. Tell us, what makes one “minimally inclined” in your world?
For me, this means someone that is looking for quality design. In a world where ‘minimalism’ has become such buzz-word, I believe its importance is in delivering no more than what is needed to create the best design solution.
I genuinely loved working with you to deliver submark and web designs for interior designer Sara Crooks. What makes any given project a fulfilling one for you?
A project that client and designer feel great about, is all I can really hope for. It sounds simple, but it’s an extremely tall order.
What factors are important for one to consider if they are looking to conduct a brand identity project?
I think the best brand identity projects are those that can take an abundance of information, and boil it down to the most potent essence. Our brand identity projects all start with an extensive questionnaire, investigation, and research phase. It’s the only part of the process where I think more really is more. You need to process all of that brand story and narrative to know where to edit when it finally comes time to sketch, vectorize, and present.
Why is the brand identity process so much more than “just a logo”?
Investing in a brand identity for your business means you will be fully-equipped to feel confident in the way your brand presents itself. It tackles all the facets of the visual language that allows your brand to live in the world. Furthermore, it gives you much more flexibility and longevity that a single logo asset does. With a logo, you’re preparing your brand for one first-impression. With a brand identity you’re preparing your brand for its lifetime.
Above: Stationary Suite created for Moore House. Photograph: Erin McGinn
Are there other locally based boss babes you admire?
YES. I am always in awe of the content that Catherine Druken produces (@loviciii). I feel like florals are having a big moment and Kim Lamathe always keeps me inspired (@greenlionri). Also, Erin McGinn is just a dream creator behind the lens (@erinmcginn).
Though your clients extend far beyond our city by the sea, geographically, what does it mean to you to be based in Newport, Rhode Island?
There are lots of reasons that I love to live and work in this city, for starters it’s my home town and so it’s forever a special place for me. What makes me feel so excited about this place, at this very moment in time, is the insurgence in female-run businesses. It has felt absolutely electric over the past year.
Is there a recent project you are most proud of?
While there are a few I am currently working on that I feel especially proud to be a part of, one recently finished project is Ceremony in Providence. That brand identity project was so fulfilling since the comparison between concept and realization was virtually seamless.
Favorite typeface you’re digging?
How much time do you have?
Ogg.
Commuter Sans.
Nordvest Regular.
Palm Canyon Drive.
Love.
Cadiz Light.
Beatrice Display.
Agentur.
Above: Jenn illustrating & prototyping in her studio. Photograph by Erin McGinn.
Above: Jenn sketching in the studio. Photograph: Erin McGinn.
Let’s pretend: It’s mid-August in Newport, what most of us locals would identify as a heavenly time to enjoy home...When your office is closed, where can we find you?!
Most likely on a hike somewhere with my dog, out of pure guilt for making her wait for me to stop working. Or, the beach, but still with my dog. I think when you run your own business you feel more or less like you are constantly communicating, so for me it’s so nice to get outside and not have to reply all, direct-message, conference-in, etc.
You created the brand collateral for The Nitro Bar. What’s your go-to order when you visit?
Nitro cold brew. Nice and simple.
Pantone’s 2020 Color of the Year, thumbs up or down?
Thumbs way the heck down.
Favorite Instagram accounts you’re following?
All other female-lead design studios. :)
What’s in store for Shore—Creative this spring/summer 2020?
I am working on expanding our shop products. So, here’s hoping that by the time people read this there are lot’s of goodies people can peruse and purchase. I am hoping to have more stationary items; like cards, notepads, and calendars, as well as prints, and enamel pins. In addition to the inventory increase, I am working to make sure that every item is either tied to a charity or has a sustainability component.
Above: Jenn setting the “mood” in her studio. Photograph: Erin McGinn.