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Based in Seattle, Washington, Hermitage is an online wallpaper shop with a focus on bespoke custom wallpapers and high quality production techniques. Hermitage approached A Friend of Mine when moving from their physical space to a solely online business needing to update their identity and brand strategy to reflect this shift.

The identity had to reflect the human element of the business and not move to a highly digital feel, whilst also feel at home in this new technology environment. A bold modern graphic was developed, referencing the applying of wallpaper to a wall, which also makes a h. This graphic becomes a frame in which various patterns can be applied to keep the identity fresh and add a sense of movement.

An online store was developed that furthered this sense of movement in an intuitive and visual interface with e-commerce functionality and a custom content management system.