Natalia Jasso
SELECTED PROJECTS
Stanley 1913
Dickies
Clinique
Hongueras Pjiekakjoo
Kohl’s
Me!Bath
Monto
Juantons
Yoko
ARCHIVE
HUSH HUSH (BAR)
PLANTARIUM (PLANT SHOP)
FRUITIKI (POPSICLES)
KELLA (PET PRODUCTS)
NEGRO BLANCO CAFE (CAFE)
ABOUT ME
Hey! I’m Natalia—a graphic designer obsessed with turning big ideas into bold visual identities. I specialize in conceptual thinking, expressive design, and building brand systems that actually work. Let’s make something unforgettable. Reach out anytime!
Let’s work together →
IDENTITY
Kohl’s
Kohl’s
About the project
When Kohl’s teamed up with Sephora, the goal was clear: attract a younger, more diverse audience. But to keep them coming back, the brand needed more than just deals—it needed a refreshed visual impact.
A full rebrand wasn’t on the table, so we got creative with what we had. We leaned into color and scale to bring new energy to the brand. ‘Berry,’ a hue already beloved by Kohl’s loyalists, became our hero. We dialed it up with vibrant accents and bold applications to modernize the look without touching the logo.
To give the system more range, we built a flexible pattern straight from the wordmark—a graphic tool that adds personality across channels. The result? A smarter, sharper Kohl’s that feels right at home with a new generation.
When Kohl’s teamed up with Sephora, the goal was clear: attract a younger, more diverse audience. But to keep them coming back, the brand needed more than just deals—it needed a refreshed visual impact.
A full rebrand wasn’t on the table, so we got creative with what we had. We leaned into color and scale to bring new energy to the brand. ‘Berry,’ a hue already beloved by Kohl’s loyalists, became our hero. We dialed it up with vibrant accents and bold applications to modernize the look without touching the logo.
To give the system more range, we built a flexible pattern straight from the wordmark—a graphic tool that adds personality across channels. The result? A smarter, sharper Kohl’s that feels right at home with a new generation.
Credits
Direction:
Kate Stevenson
Design Team:
Natalia Jasso
Jeri Canales
Kenny Phillips
Motion:
Juanito Méndez
Direction:
Kate Stevenson
Design Team:
Natalia Jasso
Jeri Canales
Kenny Phillips
Motion:
Juanito Méndez