Indie & Main
Creating a curated brand for independent retail.
Scope: Market Research · Audience Research · Brand Strategy · Naming · Brand Identity · Messaging · Digital Experience · Marketing
The Challenge 🤨
Create a wholesale marketplace that felt more like discovery than shopping.
Indie & Main was created for a new generation of independent retailers looking for fresh, trend-forward products without the overwhelm of a massive wholesale marketplace.
The opportunity was to create something curated, approachable, and distinctly human, a place where retailers could discover new brands with confidence.
My Role 🧠
I helped shape Indie & Main from concept to launch, starting with market and audience research to define who the brand was for and what would make it stand apart.
I developed the brand persona, naming, positioning, visual identity, messaging, digital experience, and marketing—building a brand designed to feel curated, approachable, and distinctly human to a new generation of independent retailers.
The Insight 💡
Independent retailers don't need more choice. They need better choice.
The goal wasn't to create another endless wholesale marketplace. It was to create an online experience with a point of view, where emerging brands, trusted favorites, and complementary aesthetics could be presented together in a way that felt intentional.
Curation wasn't just about quality and reliability. It was about how brands and products worked together, creating an assortment that felt more like a thoughtfully merchandised boutique than a collection of unrelated vendors.
The Strategy ♟️
Curate the marketplace like a boutique.
Every brand had to earn its place, not only because the products were good, but because they contributed something to the overall assortment and aligned with our brand values and standards.
We looked for reliable trend-forward brands, complementary aesthetics, and unexpected finds that could inspire retailers to discover beyond their usual go-to brands.
The brand brought that philosophy to life through a playful, approachable identity and a simple promise: The Wholesale Happy Place.
The Execution 🎨
A brand built around the joy of discovery.
I translated Indie & Main's curated, human approach to wholesale into a playful brand system that carried from the visual identity to the marketplace experience and marketing.
Marketing
Campaigns and content carried the brand's sense of discovery into email, social, and other customer touchpoints, introducing retailers to new brands, products, and trends.
Social Media
Content designed to bring the brand's personality to life while introducing retailers to new products, brands, trends, and ideas.
Brand Identity
A playful, approachable identity built around discovery and the independent retail spirit—from the name and visual language to the tagline, The Wholesale Happy Place.
Digital Experience
A curated marketplace designed to feel more like a thoughtfully merchandised boutique than an endless wholesale catalog, making it easier for retailers to discover new brands and products.
Brand in the Wild
The identity extended into Market with branded showroom spaces and giveaways that brought the personality of Indie & Main to life.
The Result 📈
A brand people remembered.
Indie & Main launched as a distinctly different wholesale experience, curated, approachable, and built around discovery.
The brand created a clear point of view in a crowded marketplace, and one unexpected moment at Market said a lot, “Oh! Indie & Main, I’ve heard of you!”
A small moment, but a pretty great sign that the brand was getting noticed.