HOOS & GreenHOOS

Project Overview: I worked with HOOS, a Glasgow-based interiors and lifestyle store, to refine their digital presence through visual design and brand-aligned assets. Following this, I developed a sub-brand identity for GreenHOOS, their plant-focused concept space, maintaining consistency while introducing new tone and visual cues. The work spanned digital, print, and physical brand applications.

Date: 2023

role: Brand Devlopment, Graphic Design, UX Design, UI Design.

Tools: Adobe Illustrator & Photoshop, Squarespace.

HOOS logo

GreenHOOS logo

HOOS Brand Development

Building on HOOS’s sleek and modern brand foundation, I refined the visual system to better suit digital platforms and to bring it in line with the Scandinavian style embraced by our brand partners. The existing logo was modified from its circular lockup into a more bold and linear format, enhancing legibility and impact across screens and advertising.

The colour palette combined vibrant orange and blue tones to create a dynamic yet approachable feel, balanced by clean, minimalist layouts inspired by Scandi design principles. The website design focused on clear navigation, spacious layouts, and strong imagery, reflecting the energetic and contemporary spirit of the brand while honouring the simplicity and functionality of Scandinavian aesthetics. Typography was carefully selected to complement the visual style without overpowering content, supporting an engaging and user-friendly experience.

HOOS previous logo in circular lock-up

Refined Linear Logo

HOOS business cards

HOOS sticker design

HOOS giftcard design

Hoos stickers

HOOS postcard designs

HOOS Website Development

To improve the user experience of the HOOS website, I identified key usability issues around product organization and inconsistent visual styling. I led a redesign of the site’s information architecture, implementing clearer categorization and navigation to streamline the shopping journey. By aligning the interface with a refreshed visual identity, I enhanced both usability and brand cohesion—creating a more intuitive and engaging digital experience for users.

Phase Two – GreenHOOS Expansion

GreenHOOS, a Scandinavian-inspired potting shed and plant shop, expanded HOOS’s brand with a focus on plants, pots, flowers, and gardening provisions. The colour palette features a rich dark green reflecting lush foliage, soft pale yellow for warmth, and baby blue for a fresh, modern touch.

I designed minimalistic, bold icons inspired by plants and shop objects, echoing the clean lines of Scandinavian design. The logo adapts the original HOOS text by adding “Green” in an elegant serif font above, enclosed in a circular floral motif that references the original brand while highlighting GreenHOOS’s plant focus.

This phase balanced continuity with distinction, creating a natural yet unique identity aligned with sustainability and Scandinavian aesthetics.

GreenHOOS logo

GreenHOOS Colour Palette

GreenHOOS logo Longer

GreenHOOS icon designs

GreenHOOS Colour Palette

GreenHOOS Postcards

GreenHOOS Window Vinyl

GreenHOOS Stickers

GreenHOOS Plant Care Cards

GreenHOOS Postcards In-Situ

Reflections & Outcome

This project demonstrated my ability to adapt and evolve a visual system—from HOOS’s sleek, modern identity to GreenHOOS’s nature-inspired extension. Balancing respect for the original design with creative adaptation was key, especially in translating store aesthetics into digital and print.

Limited time and budget meant user research was minimal, but close client collaboration and heuristic evaluation ensured clarity and cohesion. The final designs effectively communicate HOOS’s curated lifestyle and GreenHOOS’s sustainable, Scandinavian-inspired ethos.

This case highlights my skill in creating flexible brand experiences across digital and physical platforms.