CASE STUDY

famous
cigars

My Roles

  • Creative Direction
  • Marketing Strategy
  • Proposals & Estimates
  • Budgeting
  • Program Management
  • Account Management
  • Campaign Management
  • Contractor Outsourcing
  • Team Leadership
  • Mentorship
  • Video Direction
  • Photography Direction
  • Analytics Reporting

 

My Team

David Grace, Executive Director
Lovella Paradiso, Sr. UI/UX Designer
Caitlin Schultheis, Sr. Print Designer
Jason Grzybowski, Sr. Digital Designer
Anthony Ramirez, Lead Developer
John Zdankewics, Social Media Mgmt
Lisa Sfameni, PPC Specialist

Managed Resources

UbiFire, Video Production 
Tatiana Vlad, Photographer

The challenge

Famous Smoke Shop was a well-established name in the industry, but the brand needed evolution. As the company transitioned to Famous Cigars, the challenge was to elevate its positioning while maintaining the trust and recognition it had built over decades. The rebrand required a refined, more upscale identity, cohesive creative direction across digital and print platforms, and a seamless transition across multiple ecommerce websites without disrupting performance or customer experience.

The solution

As Visual Design Director, I led the full-scale rebrand from strategy through execution. We repositioned the company as Famous Cigars with a sophisticated visual identity, elevated creative direction, and unified brand standards. From a new logo and comprehensive brand guide to redesigned Magento ecommerce sites and a refreshed print catalog, every touchpoint was thoughtfully aligned to reflect a more premium, modern cigar experience.

the creative process

  Consistent branding and redesign of all digital and print assets created a cohesive, elevated feel for Famous Cigars.

I directed a multidisciplinary creative team including graphic designers, videographers, photographers, social media managers, email marketers, and copywriters. My role was to ensure strategic alignment, visual consistency, and elevated execution across all platforms. From overseeing photoshoots and video production to mentoring the design team and refining internal processes, I focused on building a cohesive, upscale brand presence that could scale across ecommerce, retail, and print.

Identified Brand Voice

We refined the brand voice to reflect heritage, expertise, and a more sophisticated tone while still remaining approachable to loyal customers. This evolution informed messaging, visual styling, and content direction across all channels.

Consistent Branding

I developed a comprehensive brand guide that established a cohesive typography system, refined color palette, and elevated design standards. This framework ensured consistency across five Magento ecommerce websites, one WordPress site for Leaf Cigar Bar, social media, email campaigns, and print materials — creating a seamless brand experience at every touchpoint.

Website Design

I oversaw the redesign of five Magento ecommerce websites and the WordPress site for Leaf Cigar Bar, modernizing the user experience while maintaining strong conversion performance. The updated designs emphasized premium product presentation, streamlined navigation, and a more polished visual identity aligned with the new brand direction.

Identity Package

The rebrand included a new logo system, updated typography, refined color palette, digital templates, and a fully redesigned print catalog. I ensured all assets worked together cohesively to communicate a more upscale and established presence while honoring the company’s legacy.

Before Rebranding

The brand needed a complete refresh to give it a more modern and sophisticated look and feel.

  • Lack of a defined color palette
  • Inconsistent use of fonts
  • Busy designs distract from the product
  • Appearance feels dated and cluttered
  • Absence of typographic hierarchy leads to unclear messaging

After Rebranding

Consistency across all touch-points.

  • Updated color palette and branded fonts
  • Designs draw attention to the products
  • Modern and sophisticated aesthetic
  • Typography emphasizes the most critical information first

the results

The transition to Famous Cigars successfully repositioned the company with a more refined, premium identity while maintaining brand equity and customer loyalty. The cohesive rebrand strengthened visual consistency across digital and print platforms, elevated creative output across departments, and positioned the company for continued growth in a competitive market.

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