As we approached a diving into a more high-end branding, the name “ATGStores” was retired and a new name of “The Mine” was established. I wanted to create a logo that was fresh, clean and simple that also kept in mind all the uses a logo could have. Everything from web, print, social to every avenue we wanted to launch into.

When announcing the transformation of the new brand, we wanted to assure current customers that we were still a trusted brand, just with a new look and new products. As we done into the high-end furnishings world, we wanted to partner with interior designers that were well known. So, we launched with a “52 Weeks of Design” where we featured a new designer every week with a curated product list with custom photography.

For this rebrand, we aimed to infuse more personality to create a comfortable, welcoming atmosphere for users. We avoided terms like "deals" and "sale" to maintain an elevated tone while ensuring the brand felt warm and approachable. "Today's Treasures" highlighted a curated selection of items handpicked by interior designers, while also showcasing exciting new brands we had partnered with.