Redesigning 500+ retail spaces.

We teamed up with the Rogers retail and brand divisions to redesign the entire consumer experience of 500+ retail spaces. Designing strategies, systems and standardization for brick and mortar stores, mall kiosks, and third-party affiliate locations across the country. From digital signage and product packaging to employee education and uniforms — we developed graphics and guidelines for every touchpoint on the customer journey.

scope: 
Advertising Campaigns, Brand Guidelines, Digital/Print Collateral, Environmental Graphics, Motion Graphics, Photography Direction, Signage, Strategy, Wayfinding
role: 
Creative Director

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.

Premium packaging standardized and photographed for 300+ white label products.

From brochures to price cards — brand consistency is implemented with every interaction.

Supporting the employee journey with stylized uniforms, onboarding material, and  sales interface design.

Lifestyle, product, and editorial image libraries shot for in-store, online and in market promotions.

Interested in designing an environment that engages employees, inspires ideas, and creates culture — we should talk.