Rogers Communications has over 500 permanent stores, mall kiosks, and third-party retailers across the country. Amidst a complete corporate rebrand, we teamed up with the internal retail and brand divisions to redesign the entire consumer experiences. Utilizing the brick and mortar strategy developed with Callison Architecture, we developed a graphic and communication strategy for every component of Rogers’ primary and secondary retail environments.
A retail journey was developed for two key segments (brand communications and advertising collateral) then applied to brand guidelines for all in-store tactics. Every communication touch-point within the store was reviewed, redefined and redesigned with intention and clarity. Our strategic approach was a shift away from a technology/product driven channel and into a warmer / experiential space.
The design approach leveraged the Rogers master brand methodology — utilizing a cool, neutral palette layering colourful, friendly brand engagement points (physical and visual) throughout the space. Dramatic lifestyle and editorial imagery add personality and life while supporting the shift from a technology to a lifestyle environment. Throughout the store is a system of print and display communication material that mimics the environmental graphics, countered with pops of the brand colour and the primary icon system.
Our team evolved the brand by building and supporting all multi-channel communication touchpoints: brochures, pop, lease lines, wall advertising, kiosk graphics, in-store wayfinding, brand moments, kiosk graphics, uniforms, employee communications, digital walls, interactive screens, and more. As creative was executed, we took key learnings and worked with supporting agencies to standardize and build out a thorough retail brand guideline, standardized templates, and communication strategies — something Rogers’ retail spaces hadn’t seen before.
A comprehensive design systems supporting every touch-point within the retail environment.
The employee experience — it’s just as important as the customers.
Lifestyle, product and editorial image libraries add personality to space and tools for advertising.
