The Modern Chemist is a chain of boutique Brooklyn neighborhood pharmacies that caters to each location’s unique customer needs, from ‘necessities to niceties’ — all with the A+ customer service of a forgotten era. Starting with a brand refresh in 2013, I have continued to evolve the brand for each new store — totaling five now — in Brooklyn’s Park Slope, Gowanus, Dumbo, and Williamsburg (Domino); and Manhattan’s Lower East Side. The brand rollout has included a new brand identity; messaging strategy and content development; graphic icon and visual system; business cards, store posters, name tags, and special event promotions; websites and social marketing; specialized site design and promotions for the pharmacy portion of the business (TMC Pharmacy); custom interior neon signs and exterior store billboards, signage and window design; and even interior design consulting for the launch of the Manhattan store. Each store location has challenged me to find different ways of showcasing The Modern Chemist branding into the store and its marketing in a creative way that also reflects the history of the neighborhood it serves.