Home Refresh
THE CHALLENGE:
Redesign the home department with a budget friendly solution that would last 1 year.
WHAT WAS DELIVERED:
Rebranded the home department and home category with long-term creative. This project opened up collaboration between teams that typically didn't work closely together. Working crossfuntionally, we developed branding systems, photstyle, new fixtures, and voice for the department. Overall tone included storytelling, which was educational and fun, focusing on the end result of a product category vs a specific product. This allowed large navigational pieces to remain up in-store for 7.5 years vs the typical quarterly refresh, saving the company millions in printing costs. The photostyle that was developed, opened up the photostudio to a new level of exploration and revived the creative freedom for this and future projects. The branding system that was developed was used in every rebrand there after, amplify, announce, and explain.
Art direction / Photo Art Direction / Environmental Design / Creative Strategy
Cube System:
The cube system was designed to explain featured product. These educated the consumer, along with giving educational fun tips. This was the only item that was branded and updated seasonally.
Thank you book:
This project had an extremely fast turn around, which created a true collaboration across teams. The out of the box thinking lead to innovation and pure creativity. Each step of the way, the teams expressed how excited they were to be trying new things, from building new fixtures to photographing live animals. As a thank you for all the hard work, I created a book based on everyones collaborative experiences and efforts. At the end of the project, I sent out a survey to the team, and used the quotes within the book to tell the projects story.
