INFLUENCE
led by Jennifer Morrell
Influence is a thoughtfully curated fashion and lifestyle boutique in Franklin, Tennessee, where women can discover thoughtfully curated fashion, personalized styling, and an elevated shopping experience.
Scope
Visual Identity Design
Photoshoot Creative Direction Guide
Website Design & Development
Marketing Strategy
Launch Strategy
Instagram & Email Templates
Location
Tennessee, US
The VISION
When founder Jennifer Morrell came to me, she had a clear vision: to create more than a boutique. She wanted to create a welcoming space where women could discover their personal style, receive thoughtful guidance, and enjoy a shopping experience that felt elevated, warm, and personal.
Bringing that vision to life required more than beautiful products. Every touchpoint, from the branding and website to the customer experience and marketing, needed to work together to create a brand that felt confident without being intimidating, luxurious without feeling exclusive, and deeply personal at every stage of the customer journey.
Our goal was clear:
Create a brand that felt elevated, welcoming, and deeply personal
Design a seamless customer experience across both in-store and online touchpoints
Position Influence as more than a boutique by incorporating styling, community, and personalized service
Build a Shopify website and marketing ecosystem that would support both growth and customer loyalty
Create a strong foundation for future initiatives, events, and service-based offerings such as The Closet Edit
Our APPROACH
We began by getting clear on the vision for Influence. Not just what the boutique would sell, but how customers would feel when they interacted with the brand.
Through a strategy session, we explored the customer journey, brand positioning, visual direction, and long-term goals for the business. Together, we defined what would make Influence different: a boutique that combines elevated fashion with a deeply personal customer experience.
Together, we identified six key words that would shape the brand's visual identity: Warm. Soft. Elegant. Feminine. Sophisticated. Classic.
The goal was to create a brand that felt welcoming and personal while still communicating confidence and quality.
Colour palette: A warm and sophisticated palette of rich brown, signature denim blue (to match their denim bar), and soft neutrals designed to feel timeless, elevated, and inviting.
Typography: A refined combination of classic serif, clean sans-serif, and elegant script typography that balances sophistication with approachability.
Photography direction: Elegant, dynamic imagery that feels polished but grounded, which captures the warmth, confidence, and personality of the brand and the team.
A key part of the project was guiding the team through their brand photoshoot and creating a visual identity guide that could be used across every touchpoint. This gave the team a cohesive library of imagery and a clear direction for future content, events, and marketing.
From there, we expanded the brand through social media templates, email marketing assets, campaigns, and a Shopify website, which has since grown into a fully functioning e-commerce store.
Most recently, we partnered with the team to launch The Closet Edit - a new personal styling service complete with its own messaging, sales page, and customer journey, helping Influence serve customers in a more hands-on way.
The RESULT
FULL HOUSE.
“We’re now proud to share our website with stakeholders. It truly reflects who we are, what we stand for, and where we’re headed. It strikes the perfect balance between professionalism and personality. Since launching, it’s already supported new deal negotiations and given us the confidence to approach clients and partners at a whole new level.”
// NORTE TEAM
"Working with Keshia is a joy. Her deep expertise in both strategy and design shines through in every step. She doesn’t just bring your vision to life, she elevates it. She knows how to ask the right questions, brings in fresh perspectives, and adds the kind of insight that takes everything to the next level."
JUHO JOENSUU // NORTE TEAM
“Working with NORTE reminded me how much clarity in messaging fuels confidence. When your brand clicks, visually and strategically, it becomes easier to speak, sell, and show up. It also reflects what I value most in my work: building brands that not only look good, but are purposeful, premium, and human.”
KESHIA // POLOVÉ STUDIO