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Strawberry St. Washroom

A branding and print ad campaign

Role: Art Director
Collaborator: Samantha Hall

Overview

For this project, my partner and I completely reimagined Strawberry St. Washroom, a neighborhood laundromat that’s been serving the Richmond community since the 1970s. While beloved by locals for its welcoming atmosphere and amazing owner, the brand lacked visual cohesion, modern relevance, and a distinct voice. Our goal was to transform it into a culturally tuned, character-driven space that felt as iconic as the community around it.

My Role
As Art Director, I led the creative vision and visual strategy behind the rebrand. I developed a full brand kit—including logos, color palettes, type hierarchy, and mood boards—infused with Richmond’s thrifty, trendy, and vintage energy. I designed with the intention of honoring the laundromat’s history while making it appealing to a younger, style-conscious audience that views laundry as more of a chore than a ritual.

Design Strategy & Visual Direction

Modern Vintage Aesthetic: The brand leaned into a “modern vintage” feel—muted primaries, soft and rigid shapes inspired by local street signs, and stitch details referencing garment tags. This was all about bridging familiarity with freshness.
Neighborhood First: The visual identity took cues from Richmond’s street signage and handmade charm, helping the laundromat feel less like a utility and more like a friendly landmark.
Playfully Educational Posters: We created an irreverent poster campaign to live inside the laundromat, using humor to teach good laundry habits. Headlines like “Your fly is down. Your unzipped zippers are the reason for all your tears.” turned frustrating mistakes into memorable moments.
Audience Insight: Our primary audience was young adults who don’t do laundry with care or consistency. We spoke to them in a way that was witty, casual, and non-judgmental—helping shift the vibe from "just another chore" to "part of your lifestyle."
Insight-Driven Campaigns: Our print and social campaigns were rooted in two truths:
• “A laundry mishap is a mistake everyone can see” – for the poster campaign
• “If laundry day is every day, you forget how much potential your closet holds” – for the digital campaign

Deliverables

Full Brand Identity System: logo variations, color palette, typeface pairings, brand guidelines
Poster Campaign: in-store signage blending education with attitude
Social Campaign Concepts: community-oriented and wardrobe-empowering messaging

OutcomeThe rebrand breathed new life into Strawberry St. Washroom, aligning the laundromat with the creative pulse of Richmond while creating a brand presence that is both useful and unforgettable. This project was a case study in how design can make even the most mundane tasks feel intentional, communal, and full of personality.