The Brief
Develop a brand strategy for an entirely new shopping experience located in a not yet existing storefront for a major E-commerce brand in three months.
Key Messaging Points
- Promote Zappos as the brand and “ShopWithMe” as the tech behind it
- Hint to shoppers that this would not be a traditional retail store
- Express that the store is not permanent and that it’s a limited time engagement
The mark was designed to be approachable but still stand out in a crowd. It was in many ways an "event" ID given the temporary nature of the store, which lead to a visual approach more in line with a Vegas show or Broadway play. A mix of intertwined signage and collateral framed the store ID in a 'ShopWithMe' container to associate the name of the technology behind the store concept. The co-branded ID was made subtle with a minimal treatment to avoid confusion with the already borderline busy mark.
Project Role
Brand Identity
Brand Strategy
Visual Design
Credits:
Matt Walker
Hieu Quach
3DAR
Where Virtual Meets Reality
In addition to the store identity, an ad campaign was created to tease the general public about the store launch. The concept was created to give a more visual taste of the store shopping experience. The headline 'Where Virtual Meets Reality' sat above a pair of images showing the same product being "shopped" in different ways, one from a mobile device (using the store app), and another wearing the item in the real world. Some images were merged to put them in the same environment to further enhance that you were getting the best of both worlds.
Outdoor billboards were placed across major freeways in Las Vegas and around the store property - a massive 20,000 sq. ft. former casino (The Western) converted into an IKEA-like experience in 17 days.
