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Gladfolk - homepage design for a modern lifestyle goods brand.


Visual design for a modern lifestyle goods brand.

The Challenge

Brad and Emily Weckesser are a husband-and-wife team who founded their design-forward business in 2012. Known as The Oyster’s Pearl, they came to us for a dramatic overhaul to ensure that the story of who they are, what they do, and why they do it was coming through—and driving more sales. With product offerings ranging from apparel to home goods to art prints, Emily wanted to present their collection in a way that tied it all together with meaning.

Our Approach

We began by renaming the business, then reimagined Gladfolk’s branding to match their handmade products. A connection to the outdoors and a strong sense of gathering, celebration and community inspired the sun icon. For the website, we were inspired to create a fresh, immersive shopping experience. The goal was to showcase the products and beautiful photography within a modern, welcoming, and easy-to-browse space.

Brown Gladfolk logo design with sun icon and “made by hand” tagline.
Gladfolk’s rebrand is rustic, warm, and modern to match the feel of their handmade products and lifestyle. The sun icon represents a connection to nature, positivity, and a guiding light.
conversion rate increase
revenue increase
revenue from Klaviyo flows
Mobile design for a modern lifestyle goods custom Shopify site.

As we dove into this project, it became evident that Gladfolk was not only a product-based business, but a lifestyle brand. We put together a plan to tell the brand’s story more effectively and create a more seamless, engaging shopping experience. Emily had already been using Etsy and various social media channels to direct traffic to their site, but she had yet to see the results she hoped for.

What is great about the new logo and icon is that they are very versatile. As the seasons change and Gladfolk evolves, both can be paired with different graphic styling and/or photography in the future. The new updated logo and visual identity is a natural next step for the brand as it continues to develop.

Gladfolk tote bag design with black lettering on natural canvas.
Gladfolk brand styleguide with logos, colors, typography, patterns, and graphic elements.
Brand styleguide featuring modern, clean yet warm design.
Mobile design for a modern lifestyle goods custom Shopify site.
The site uses Gladfolk’s brand colors in a subtle way throughout, balancing white space and warm tones.
Gladfolk round sticker design with logo and black, brown, gold, and white versions.
In addition to a new logo, brand marks, and branding, we designed print collateral and packaging like these stickers to make the customer experience cohesive from start to finish.

Aeolidia has mastered web design for small creative businesses. They’ve assembled a professional team of designers, developers, and project managers to deliver a high quality product that has greatly increased our website traffic and sales. We’re so grateful for their hard work and are in LOVE with our new branding and website!

Emily & Brad Weckesser

Gladfolk - headshot of Emily and Brad Weckesser.
Headshot of Gladfolk founders Emily and Brad Weckesser.
Gladfolk - stamp design for a modern lifestyle goods brand.
Custom stamp design.
Gladfolk - business card design for a modern lifestyle goods brand.
Business card design with the logo and “made by hand” tagline.
Gladfolk thank you card print design.
Thank you card design telling the story of Gladfolk and its team of makers.

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