Whole Foods

Whole Foods may be the giant of the natural grocery category, but you’ve probably noticed that your local store feels a lot more homey than corporate. That’s because Whole Foods has a new interior design for every single store – they want to avoid the cookie-cutter feeling of other nationwide grocery chains.


I’ve had the pleasure of working on environmental signage for six store refreshes and two brand-new store designs in the Rocky Mountain region, each with a vastly different theme and graphic palette. We’ve designed all points of the user experience, from the overhead soffits and wall graphics, down to tiny details on aisle signs and register lights. We create a new, robust brand system for each store that reflects the values and interests of that specific community.


Designing in three dimensions gives me such freedom to be extra creative. And I’ll never get tired of seeing my 13-inch on-screen design become a 60-foot long wall in real life. (Gotta mind those details!)


Whole Foods Baseline was featured in Print’s 2015 Regional Design Annual.

Whole Foods Fort Collins was recognized in the Denver Fifty.