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.

Custom directory and digital split-flap system makes up Welcome feature at Watson's

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.

Hanging wayfinding made up of custom cut fabric frame with video projection and internally lit light box

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.

Custom designed animations deliver sales promotions on digital banner system

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.

Custom designed iconography set for Watson's

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.

Stand alone wayfinding and digital banner system provide customers with important information

Mobile package display designed by White Design Studio

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.

Custom, modular display system used for stools–design by White Design Studio

Stand alone sign, red awnings and custom designed logo designate Markdown Marketplace

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.

Dimensional graphics, modular slatwall, and custom designed pallets and shelving display and describe various package options

Dimensional graphics and custom displays designed by White Design Studio

Large, dimensional murals made from custom designed icon suite by White Design Studio

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.

Specially designed database system developed to help navigate Watson's vast catalogue of products–designs and database created by White Design Studio

Dimensional graphics and iPad presentations educate visitors about proper pool care

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.

Close up of iPad kiosk slideshow for Watson's

Bright red wall and large-scale dimensional graphics inform customers in a fun way

White Design Studio is a multidisciplinary design firm located in Columbus and Cincinnati, Ohio. We specialize in the design, production, and installation of integrated branding solutions. Our solutions orchestrate corporate identity, marketing, storytelling, environmental, photography, video, print and interactive elements. At White Design Studio, we believe the best way to communicate your brand’s story is through branded environments and experiences. We work with manufacturers, service providers, non-profits, architects and developers, agencies, distributors, governments and municipalities, and museums. First, we identify the work that a campaign, space, or interactive needs to do. We can then model a vision of what success looks like, and design to meet that vision. We are passionate about helping clients communicate their value through well-crafted storytelling, a consistent 2D, 3D, and digital design approach and expert production techniques.
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White Design Studio operates most efficiently in the design sweet-spot between environments, identity, and communications. Comfortable stretching any direction, we are at ease designing for one element. But, we are at our best when we can combine each element to develop a fully integrated brand and messaging system. We collaborate with industry-leading professionals on large-scale projects, but can also comfortably operate as your single-source design partner. We partner with Developers, Architects, Engineers, Facility Managers, Creative Directors, Marketing Departments Advertising Agencies and other Design Studios.