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Case Study

LEINEN & LIEBE

Brand Design, Website Design, Photography & Strategy for a Thrift Consignment Shop in Iron Mountain, Michigan.

This case study highlights a brand and website transformation for Leinen & Liebe, a thrift consignment shop in Iron Mountain, Michigan, created to establish professional credibility, improve navigation, and build a strong foundation for future growth through strategic design.

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PROJECT OVERVIEW

Leinen & Liebe is a thrift consignment and secondhand shop offering thoughtfully curated pieces with a strong aesthetic vision. The goal of this project was to take the business from an Instagram-only presence to a fully developed brand with a professional web platform.

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THE CHALLENGE

Before this project, the business relied solely on Instagram, limiting growth potential and creating challenges around organization, visibility, and legitimacy. Without a professional platform or clear branding, the business lacked structure and opportunities for tracking, strategy, and long-term scalability.
 

  • No website or centralized platform

  • No established branding or visual identity

  • Limited business structure and systems

  • Low-quality imagery without professional photography

  • Difficulty presenting the brand professionally

PROJECT GOALS

The focus of this project was to build a clear and professional foundation that supported both the brand’s aesthetic and business growth.
 

  • Create a structured web platform for business operations

  • Improve navigation and user clarity

  • Develop cohesive branding and logo direction

  • Establish a professional online presence

  • Align the website with the shop’s curated aesthetic

CREATIVE DIRECTION

The creative direction centered around building a brand experience that felt intentional, curated, and visually aligned with the personality of the shop while supporting practical business needs. From photography to layout decisions, every aspect of the project focused on elevating perception and creating clarity for both the owners and their customers.
 

  • Brand identity development and visual direction

  • Intentional logo and typography design

  • Photography aligned with the brand aesthetic

  • Website structure supporting organization and growth

  • Navigation designed for ease and flow

  • Copywriting that reinforced professionalism and personality

THE OUTCOME

The final result was a cohesive brand and digital presence that gave Leinen & Liebe legitimacy, structure, and confidence moving forward.
 

  • Clearer brand identity and positioning

  • Stronger professionalism aligned with pricing level

  • Easier navigation for prospective clients

  • Increased confidence in inquiry and booking flow

  • A digital presence the owner feels proud of

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A  Personal Note

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The Years in Review

This project was especially meaningful because the owners of Leinen & Liebe are my sisters-in-law, making the process deeply personal and collaborative. From start to finish, the work was rooted in trust and teamwork, allowing us to build something that truly reflected their vision while strengthening the foundation of their business.

Build a Brand That Feels Intentional
If you’re ready to create a brand and website that supports both aesthetics and structure, explore services or inquire to begin your project.

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