JOE O’LEARY

One of CB2’s most high-profile collaborations has been that of goop x CB2. Gwenyth Paltrow brought a wellness theme to CB2’s brand that we were able to showcase in store with an event with several trendy wellness activations for customers to take part in. The collaboration included bright white packaging with a focus on clean minimalism.

Working closely with the product buyer, I created concepts for a new elevated gift packaging treatment for CB2’s new scented candles and diffusers. Standard store packaging is predominantly dark gray with a white logo and all white information, so I chose to explore a black on black approach to set this collection apart. After also exploring tubular and textural solutions, the executive team chose this one based on its simplicity and cost-effectiveness.

CB2 revived its highly successful collaboration with Kravitz Design, by Lenny Kravitz. I brought the collection to life for a pre-launch sneak peek for PR, which led to subsequent media placement that promoted the launch.

To coincide with our holiday marketing campaign that featured lots of metallic gold, I made sure that our brand new holiday Gift Cards had the same glam appeal and chose to use a gold stamp production method for the logo. This look helped to set the brand apart from the competition, which typically leaned heavily on traditional Christmas color palettes for the season.

To ramp up CB2’s “New Movers” and B2B business initiatives, I collaborated with the Marketing team and Creative Director to design a new large format (9.5”w x 14”h) catalog that would be used as a prototype for working with property developers that wanted to partner with CB2. This book is included in a goody bag that each new leasee receives when they move into a high end Chicago apartment development called The Apartments at Lincoln Common. It advertises unique services, special events and perks that CB2 offers Lincoln Common residents, while promoting retail services like CB2 Interiors, the brand credit card, and free design advice for outfitting their new apartment. This catalog and new strategy is already highly successful, with plans to release new editions quarterly for the foreseeable future while customizing the catalog for additional properties that CB2 partners with.

I redesigned CB2’s entire private label packaging program to better reflect where the brand was going. CB2 has a lot of colorful product comprised of many textures and materials, which can at times create a visual intensity at the store level. I specifically wanted to play off that by using CB2’s branded Cool Gray 11 as the base color, which actually helps the packaging stand out more within our colorful stores.

Following an entire branding refresh, CB2 began an aggressive store expansion effort that brought the brand to new regions and cities. For each new store we opened, we created a variety of launch collateral including out of home advertising (billboards, bus stations, etc), way-finding signage, magazine ads (Domino Magazine shown), and social media.

After the holidays are over, most retail brands launch promotions that feature some of their deepest discounts of the year. CB2 is no exception. We try and make it fun and festive, like a party you want to be a part of. Some of the marketing team (myself included) actually modeled for the photo shoot which included still photography as well as video footage used on social media and within the stores.

CB2’s president challenged us to elevate our private label packaging when it came to gifting. Some of our products, like coasters and serving pieces, cater more to customers looking for a quality gift they can purchase. Using an elevated and minimal approach, I engineered a new layered structure that felt more substantial, and worked with overseas vendors to make sure they could replicate it in mass production. Rather than print our branding on the lid, we forego any inks and simply use a diminutive embossed logo, at the same size no matter which product is packaged, for a consistent look in the store. For this package, we only display product information on the bottom of the box, with black ink. The entire box is finished in an aqueous laminate coating for a unique feel compared to our core packaging. Being all white truly helps these special gift boxes stand out on the shelves in our multi-colored and textural store environment.

One of the most fun aspects about working at CB2 is the awesome collaborations we get to do with other cool brands, celebrities, and designers. GQ Magazine has always been a favorite among CB2’s creatives and executives alike. The focus of this highly curated collection was to fully cater to our male customer base, which is slightly smaller than our female base. For the GQ + CB2 collection, I was able to collaborate with the Creative Director of CB2 and create store signage print ads, and even a very understated packaging solution. At the store level, the design team and I collaborated on creating a fashion photo shoot sweep vibe in the windows, with a large branding presence on the photo sweep paper itself, layered behind one focused furniture item from the collection. This same sweep setup was also used at the launch events within the stores for a social moment where customers could snap a pic, sitting on the chair that was used for the catalog cover shot and subsequent store signage.

After a complete re-brand, CB2 needed to establish a new look for its stores. A major component of this is store signage, and I created a new system that stayed within brand, but directed customer focus on CB2’s greatest asset; the product. We took a decidedly minimalist approach, using the logo color PMS Cool Gray 11 and white for all evergreen signage (hangtags, informational, and most non-promotional graphics). To set promotional signage apart from all the gray, we incorporated a very bold yet elevated white and black look within the store and made use of full color photography for any sidewalk, window or door signage. Beyond this core signage system, we strive to differentiate seasonal launches, store services, and more recent safety messaging so that the customer feels engaged and informed wherever they may be within our stores.

As the Senior Graphic Designer at CB2, I have had the opportunity to design a lot of elevated logo marks that become extensions of our brand. More will be added to this page this coming Fall.

Although I created the first ever social media and digital advertising assets for CB2, my role progressed to directing freelance digital designers and production artists in the production of digital and social media advertisement. I now focus my digital design skills primarily on creating paid ads for CB2’s top social media driver, Pinterest, as well as Instagram. This is where we promote our customer engaging blog, promotions, and credit card acquisition.

As customers shift their focus to shopping online via mobile devices, many retail brands are reducing the amount of store locations they have as store traffic declines. CB2 has strong roots in brick and mortar stores, and has actually expanded its store footprint in recent years. One way the brand keeps steady store traffic is by hosting special store events with a focus on wellness, music, and interior design. For each event, I’ve collaborated closely with both the Marketing and Store Design teams, to create successful signage. Each event typically includes window signage, in-store activation station signage, and take-home collateral for the customer/participant. CB2 leans heavily on customer participation to help each create a more inspiring home.

As retail becomes increasingly digital, rather than abandon the store experience altogether, CB2 chooses instead to up the ante on engaging new (and loyal) customers at the store level. “Tequila and Trivia” is aimed at creating a fun, social atmosphere within our stores to help drive traffic. The event focused heavily on CB2’s holiday offering of chic games and the brand’s unique, glam-obsessed take on what the holidays are all about.

During the 2020 holiday season, we drove website traffic and store traffic for our Miami Beach location by way of an experiential marketing activation titled “Caffeinate, Then Decorate.” People love coffee and CB2 wanted to promote our new holiday collection in our own way.