WATSON’S REBRAND | ENVIRONMENTAL GRAPHIC DESIGN
Integrated Branding Inside and Out
We have been working with Watson’s for many years. This time we pulled out all of the stops to create a new brand experience from top to bottom. Working with Gorilla Group in Chicago, we started our work by helping finalize and extend a new logo and tagline treatment. In addition, we created guidelines for all aspects of the new brand and even created a custom icon library of characters for use in in-store graphics, digital animations and more.
Working with SHP Architecture and CUC (Cincinnati United Contractors), we helped compose a new interior design package for Watson’s in Cincinnati. The package included new exterior signs, interior branding elements, educational displays, electronic banners, category signs, and wayfinding. We also wrote the book on employee apparel, vehicle decor, and electronic in-store communications. Then, gave instructions on how to take this new look and system to other stores in the Watson’s family– including smaller accessory and satellite stores.
Used as the new brand mark, our [W] is also shorthand for Watson’s original tagline: Watson’s has all the fun! This 12’ high monument sign, prominently located in the new Watson’s roundabout, can be seen from every direction and is the centerpiece for this flagship location.
Embracing the tagline “Life’s Best Moments Start Here” our custom, split-flap entry feature immediately greets shoppers. This custom welcome feature sets the tone for everything Watson’s is selling – meaningful connections with friends, family, nature and yourself! Look for our detailed story about the makings of this new feature in our Blog.
In-store graphics anchor each department with a composition of hex video screens and illuminated department name signs. The videos depict the emotional essence of the category and act as a constant reminder to customers of how this product will enhance their homes and lives.
The digital banner content sprinkled throughout the store is controlled remotely making these displays dynamic, targeted, attention-getting and consistent. We designed and produced all of the digital content using the graphic guideline book and custom icon library we created explicitly for Watson’s. The result is a customized delivery of key messages for each department, promotional event, vendor special and overarching Watson’s messaging. 22 monitors deliver 116 different messages according to their location, date, and promotion. This system revolutionizes the retail environment and is both cost-effective and functional.
Inspired by the hex patterns of the new brand, we designed a custom iconography suite for Watson’s to fit all of their needs. With the addition of simple animations, the icons are an effective tool for delivering key messages while maintaining the fun atmosphere that embodies the Watson’s experience.
Our series of specially designed Educational Carts serve as hubs for Watson’s sales team. They help walk customers through the Watson’s difference and allow them to select the perfect product for their family/lifestyle. Simple, clean, and beautiful displays cut through the surrounding clutter to make buying a breeze. We even designed a new, modular barstool display system that reconfigures for a variety of display options.
Markdown Marketplace is a new concept for special promotions, clearance items, and floor models. We designed the mark and facade for this new store-in-a-store.
Watson’s Pool Accessory Store is another store-in-store department. Giving our new iconography system a workout, we created fun, dimensional murals that help distinguish the Pool Accessory Store from the main store.
We helped create a comprehensive look for the new store/department. Polished concrete floors, lighting, fixtures, graphics, interactive computer and vendor displays all combine to support the brand. Then we designed a detailed and comprehensive strategy so all of the satellite stores can adopt this look while staying consistent and on brand.
Pool School is an integral part of the Watson’s sale process. Continuing our graphic look, we organized and redesigned the pitch making it easy to use, understand, and buy. Consistent graphic styles and production techniques continue through the Accessory Store and across all mediums.