Kmart Brand Redesign

Project Brief

Research, develop & design Kmart’s rebranding in a way that is more relatable to the customer. The intention of the rebranding was also to improve the customer experience and make shopping fun again.

Solution

We researched the Kmart customer in order to gain a full understanding of their lifestyle, characteristics, and shopping habits, along with what they expect from a retailer. From the research we learned that they are smart & savvy shoppers, primarily multicultural, family-oriented, trend-focused with an income of 50K and under. We kept all of these attributes in mind while developing the new look and feel of the Kmart brand so that it is relatable to our customer. We improved the customer experience by including an element of fun, introducing brag-worthy deals, nostalgia with “Attention Kmart Shopper, ” and bringing the excitement of Bluelight Specials back to make shopping fun again. These efforts increased foot traffic to the retail stores.

Creative Direction / Concept / Creative Strategy: Sarah Ahmad

Concept / Creative Strategy / Graphic Design:Jennifer Bafaro

Concept / Creative Strategy / Graphic Design:Lisa Pires

Copywriting:Sarah Ahmad