Claire’s and Icing store employee handbook

Targeting the right market

This was a slight departure from Claire’s typical look, because the audience was 16+ year old employees instead of the typical 3 to 12+ year old target market of most projects. In order to cater to that market and to incorporate Icing, I used photography from both brands. I also kept the typography very clean and easy to scan. Always a fan of working “smarter,” I used paragraph styles to do the heavy lifting so that I could focus on making sure the layouts fit all of the information in a clear, compelling way.