CTS Brand Illustrations

Project Scope: Concepting & Illustration

Christmas Tree Shops is a retail chain in the United States that offers a variety of seasonal and everyday items at discounted prices. Originally started as a Christmas-themed store, it has expanded to sell a wide range of products, including home decor, kitchenware, outdoor items, party supplies, and gifts. The stores often have a whimsical, festive atmosphere, and they stock a mix of seasonal and non-seasonal merchandise, making it a popular destination for shoppers looking for unique finds and great deals. Over the years, Christmas Tree Shops has become known for its constantly changing inventory and value-oriented approach.

The Challenge

When Cheryl Christofi, the Creative Director at Christmas Tree Shops, reached out to me for help with their rebranding efforts, I was beyond excited! My mom and I have always loved shopping there for seasonal decor and everyday essentials, so I was already familiar with their products and the type of customers they attract. Plus, Cheryl had been my Creative Director at Babies R Us, so she knew firsthand how I could bring a brand identity to life with playful illustrations.

Cheryl's challenge was to refresh the Christmas Tree Shops brand in a way that captured the playful, treasure-hunt spirit the store is known for.

The Goal

Cheryl brought me on board to help conceptualize different visual styles for the brand's elements, ensuring we captured the refreshed identity in every touchpoint. The goal was to create a fresh, playful look that felt familiar but exciting, inviting customers to rediscover the brand.

The Solution

My role involved brainstorming and designing a variety of assets, including catalog spreads, email campaigns, and social media posts, all showcasing the new brand visuals. By developing these assets, I was able to demonstrate how the updated brand identity could come to life across different platforms, helping Christmas Tree Shops connect with their audience in a cohesive and engaging way.

The Results

I created over 100 custom doodles to support Christmas Tree Shops’ brand identity, which were used across all of their assets—including in-store signage, advertisements, catalogs, social media, email campaigns, and their website. Over the span of four years, I continued to design fresh illustrations, contributing more than 300 doodles in total. It was such a rewarding experience to help shape their brand in this way, and I loved seeing my work come to life on everything from employee aprons to gift cards and beyond!

I’d love to help bring your rebrand to life!

With over 10 years of design expertise in branding, illustration, and product design, I’m confident I can make your brand stand out in a crowded market. I’ve had the privilege of working with brands like Toys R Us, Skip Hop, Christmas Tree Shops, and now Raymour & Flanigan, helping them elevate their brand identities through engaging visuals and playful illustrations. Let’s work together to take your brand to the next level too!