Rebuilding a Retail System That Scaled to 650+ Locations
Store design, promotional systems, and a strategic shift that drove a 66% increase in sales.
Starting from Scratch
Redesigned the in-store experience for Video Update, translating initial hand-drawn concepts into a complete digital design system and environmental model. The new approach explored color, graphics, signage, and spatial identity as an integrated customer experience.
The concept ultimately replaced work being developed by a competing agency and became the creative direction moving forward.
Designing a Scalable Environment
The goal was to retain a family-friendly atmosphere while creating a distinctive and engaging retail experience.
The environmental system included wall treatments, mirrored ceiling soffits, category signage, and integrated branding, with every element designed to be repeatable and scalable across locations.
From Concept to Rollout
The system extended beyond design into implementation, with a full inch-to-foot scale model and standards developed for layout, signage placement, and promotional integration.
The resulting system enabled consistent execution across 350 Video Update stores and was later adapted for 300 Moovies locations.
A System for Ongoing Promotion
Developed a complete promotional system including window clings, category signage, in-store graphics, and campaign materials.
The system enabled rapid deployment of consistent promotions across hundreds of locations while maintaining a cohesive brand experience.
Introducing 7-Day Rentals
At a time when the industry standard was a three-day rental window, a seven-day model was proposed as an alternative.
The concept was introduced through catalog titles and supported with targeted in-store messaging and promotional materials, allowing the new model to prove itself without disrupting the core business.
Results
- 66% increase in sales across the organization
- Enabled acquisition of 300 additional locations
- Scaled to 650+ stores with consistent execution
Extending the Brand
The system extended into print and media, including in-store magazines and promotional materials.
The Star Wars campaign required direct approval from Lucasfilm, with final design sign-off from George Lucas.
Designed to Scale
The project established an approach to design centered on creating systems that scale, influence behavior, and deliver measurable results in the real world.