With ideas of "the Modern Man", "Dapperism", and the overall evolution of the man-as-fashionista permeating the Castro in San Francisco, I wanted to infuse those ideas into Whole Foods Market's first in-store shoeshine station.

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Modernising visual cues from haberdasheries of yore and the 1950s head-of-household, I created an entire brand experience that not only highlighted the shoeshine aspects of the venue but also incorporated the newsstand products and men's care products merchandised nearby. Combined with witty copy, a clever name, and fashion-forward iconography, the Shoeshines & Headlines brand and style guide was born.