WHOLE FOODS MARKET

Store Identity Systems & Environmental Design

 

Whole Foods Market brought me in to create unique identity systems for multiple store locations across the country. Each store required a distinct visual personality that reflected its region and community while staying aligned with the overarching Whole Foods brand.

 

 

 

The Challenge

Every location had its own architectural footprint, local story, and signage requirements. The challenge was building identities that felt site-specific while ensuring they remained practical for production, installation, and long-term use. This required deep coordination with architects, fabricators, and internal teams.

 

My Role & Approach

I developed visual concepts, signage systems, and interior brand moments tailored to each store. Working directly in SketchUp with architects and store planners, I created detailed environmental mockups to test scale, materials, and placement. I also handled technical specifications and production standards—understanding materials, mounting methods, and fabrication processes to ensure everything could be built accurately.

 

Execution​

• Location-specific identity systems

• Interior and exterior signage programs

• Environmental graphics & wayfinding

• SketchUp mockups & architectural integration

• Material specifications for print & fabrication

• Hanging structures, mounting systems, & installation-ready files

 

Impact

The work produced a series of distinctive store identities that enhanced the customer experience and supported regional storytelling. Clear production files, accurate mockups, and material guidance streamlined fabrication and installation across multiple stores.