Fox’s Seattle

Objective:

Fox’s Seattle, formerly Fox’s Gem Shop, is a 100+ year old fine jewelry and gem store in downtown Seattle. Kelsey was brought on to re-design their brand when the next generation took over the business; including brand strategy & positioning work, core brand elements and full visual expression and brand guidelines.

Results:

The new logo developed for Fox’s was received, celebrated and put into action immediately. The combination of maintaining the historic nod with the Fox’s serif type and the custom lettering of the word “Seattle” created a brand with local love baked in. The business is located in a beautiful location in the Fairmont Olympic Hotel by appointment and has a beautiful online shop as well. It is worth noting that the hand-lettered “Seattle” typography in the logo is one of Kelsey’s favorite pieces of lettering.