An independent advisory practice led by Lisa Schaefer
Brand Experience
Creating spaces that tell a story — blending brand, experience, and operations seamlessly.
The design of a physical store and in-store merchandising should bring a brand’s identity to life. Every element — from layout and lighting to displays and messaging — should feel like a continuation of the experience customers have online. A cohesive look, tone, and flow build recognition, trust, and loyalty long before a transaction happens.
A well-designed space does more than look beautiful — it guides discovery, supports brand storytelling, and balances customer engagement with operational efficiency. The goal is an environment that feels welcoming, functions intelligently, and reflects the same brand promise customers encounter across every digital channel.
When McCormick & Company built their new global headquarters, leadership wanted the space to celebrate what the brand does best — flavor. I helped bring that vision to life by concepting and developing an on-site retail store that gave employees and visitors a tangible brand experience.
From layout and flow to product selection and pricing strategy, every element was designed to reflect McCormick’s world of flavor while making its global portfolio accessible at a glance. I also developed the operational playbook and team structure to keep the experience consistent and efficient.
The result: a flagship retail space that became a signature stop on every McCormick HQ tour — part brand showcase, part employee perk.
McCormick & Co: Company Store
As the founder of Babe., I created one of Baltimore’s most recognizable fashion boutiques, designed around discovery, connection, and a sense of style that felt uniquely personal.
Every detail, from the floorplan to the merchandising flow, was crafted to reflect the brand’s voice and make the experience feel effortless. Babe. quickly became a local favorite, earning features in The New York Times, Baltimore Magazine, and City Paper as a “must-visit” shop.
It was a crash course in how thoughtful design and curation can turn a store into a brand experience and how to build loyalty one customer at a time.
Babe. (a boutique)
Mayflower’s third Massachusetts dispensary was an opportunity to transform a standard retail environment into a brand experience. I reimagined the space — from exterior design to interior visuals — to balance approachability with professionalism, helping position Mayflower as a trusted, design-forward cannabis retailer.
Through color, materials, and strategic placement of brand-centric art, we created a welcoming space that felt distinct from typical dispensary models while remaining operationally efficient.
Mayflower
To deepen brand presence inside one of Maryland’s busiest dispensaries, we built a 15' x 15' Curio-branded zone within Remedy’s flagship store.
This mini-environment became a physical extension of the Curio brand — featuring educational materials, curated product displays, and a modular design for seasonal refreshes. I led the design, buildout, and evolution of the space, ensuring that it worked both as a storytelling moment and as a sales driver within the larger retail footprint.