Brand Identity & Environmental Design

Bluestem Brands Corporate Campus

As the sole Art Director for Bluestem Brands’ corporate campus branding, I led the development of a new brand identity system to outfit their headquarters in Eden Prairie, Minnesota. Bluestem Brands, Inc., the parent company to seven dynamic eCommerce retail brands, needed a cohesive and inspiring visual identity that reflected its innovative spirit and diverse brand portfolio.

This large-scale branding initiative included custom-designed murals, corporate photography, iconography, and logo systems for internal business groups, brand portfolios, and employee programs. The design approach balanced professionalism with creativity, ensuring that every element reinforced Bluestem’s values, culture, and leadership in the eCommerce space.

From bold, statement-making environmental graphics to thoughtfully crafted visual assets, the result was a dynamic and engaging corporate space that fostered connection, collaboration, and brand pride. The new identity system not only transformed the physical environment but also strengthened Bluestem’s internal brand presence, unifying teams under a shared vision.