Creative Director • Senior Art Director • Brand Designer
Carine, Inc
Carine, Inc. came to me with decades of experience and a strong reputation, but a brand that no longer reflected the sophistication, scale, or evolution of the company behind it. The identity felt fragmented and dated, making it difficult to clearly communicate who Carine had become or where they were headed.
My team repositioned the brand around The Throughline, creating a more cohesive story and a bold, modern identity that connects their history to their future. The result is a brand that feels established, capable, and forward-moving, giving Carine a stronger platform to communicate the depth of their expertise and grow into their next chapter.
Agency
Campfire Branding
Team
Creative Director/ Designer: Jenna Shoop
Strategist: Mattie Rushing Costner
Year
2026
Rebrand Strategy
Carine, Inc.’s rebrand was built around The Throughline, the idea that every successful project depends on the expertise, coordination, and relationships connecting each phase from beginning to end. The new identity honors Carine’s decades of experience while positioning the company for its next chapter, blending a bold, industrial visual language inspired by mid-century engineering and technical systems with a more modern, confident point of view.
The result is a brand that feels established but forward-moving, reflecting Carine’s ability to bring clarity to complexity and connect people, disciplines, and ideas to move projects forward.
Rebrand Identity
I helped define The Home Depot’s consumer digital design system, creating clear standards for how campaigns translated across screen sizes and formats. The system established consistent rules for typography, layout, imagery, branding and responsive behavior, giving teams a scalable framework for digital creative.
