The Framework: High, Eye, Buy
To ensure consistency across varying store footprints, the system divides all collateral into three strategic zones.
To ensure consistency across varying store footprints, the system divides all collateral into three strategic zones.
HIGH Level (Attract):
Signage placed above 7 feet, such as Wayfinding and Department Headers. Designed for 1-5 second engagement from 20+ feet away to orient the customer immediately upon entry.
Signage placed above 7 feet, such as Wayfinding and Department Headers. Designed for 1-5 second engagement from 20+ feet away to orient the customer immediately upon entry.
EYE Level (Inform):
Signage placed at 5 feet, including Stanchions and Posters. These live in high-traffic zones to stop the customer and communicate seasonal campaigns.
Signage placed at 5 feet, including Stanchions and Posters. These live in high-traffic zones to stop the customer and communicate seasonal campaigns.
BUY Level (Educate):
Signage at the product level, like Shelf Tags. These provide granular specs and financing options designed for 1+ minute dwell times to close the sale.
Signage at the product level, like Shelf Tags. These provide granular specs and financing options designed for 1+ minute dwell times to close the sale.
Mapping the Guest Journey
This initiative resulted in a cohesive marketing system that streamlined the path to purchase by aligning all signage, display graphics, and point-of-sale materials with this unified voice, and reducing visual clutter. By optimizing our material usage and eliminating redundant signage, this system directly resulted in over $5M in annual print cost savings.
This initiative resulted in a cohesive marketing system that streamlined the path to purchase by aligning all signage, display graphics, and point-of-sale materials with this unified voice, and reducing visual clutter. By optimizing our material usage and eliminating redundant signage, this system directly resulted in over $5M in annual print cost savings.
Enterprise Scalability: The Belk Partnership
To prove the adaptability of this spatial strategy, I managed the creative integration for the "Conn's x Belk" brand partnership. We designed and deployed scalable pop-up store experiences inside empty retail footprints across multiple Belk locations. By utilizing the same established visual hierarchy, we successfully exported our brand experience into a completely new retail environment.
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