GYLIE’S VINTAGE SHOP
Brand Identity · Creative Direction · Digital Strategy
Overview
Gylie’s Vintage Shop is a vintage and antique brand created for my mother, Meri Curani, whose collection has grown over years of visits to antique shops, markets, thrift stores, and dealers. Her collection spans jewelry, clothing, paintings, porcelain, crystal, and decorative objects selected for their craftsmanship, history, and individual character.
The brand is named in memory of her mother, Gylie, transforming a personal collection into a living tribute to beauty, memory, and the objects we choose to carry forward.
Creative Objective
Create a distinctive visual and emotional identity that could unify an eclectic collection while preserving the individuality and history of each object.
Rather than position Gylie’s as a conventional resale shop, I developed the brand around the idea of collecting: objects with histories, chosen thoughtfully and given another life.
My Role
Brand Strategy · Creative Direction · Visual Identity · Art Direction · Copywriting · Digital Strategy
I developed the brand concept, name treatment, visual identity, color palette, typography, photographic direction, social presence, editorial voice, and digital presentation.
Creative Direction
The identity combines dusty rose, antique neutrals, ivory, archival black-and-white photography, and classic serif typography to create a world that feels nostalgic without becoming overly sentimental.
Gylie’s portrait became an emotional anchor for the identity, connecting the contemporary shop to the woman whose memory inspired its creation.
Products are treated as collected objects rather than simply merchandise, using restrained compositions and editorial presentation to draw attention to craftsmanship, material, age, and detail.
Brand Philosophy
Objects with a past. Beauty for the future.
Gylie’s celebrates the idea that beautiful objects do not lose their value because they have been previously owned. Their histories become part of their character.
Each piece is selected not simply because it is old, but because it remains worth noticing, keeping, and passing forward.
Reflection
Gylie’s challenged me to translate something deeply personal into a brand that could communicate beyond my own family.
It reinforced my belief that effective creative direction begins with understanding why something exists before deciding what it should look like. The resulting identity uses design not simply to sell objects, but to give memory, history, and personal storytelling a visual language.