Back To School 2014: Dorm Shop by Amy Hundley (Malcolm) at Coroflot.com

Back To School 2014: Dorm Shop

Back To School 2014: Dorm Shop from Amy Hundley (Malcolm)

Back To School 2014: Dorm Shop

I worked with an Art Director to design seasonal graphics for Kohl's Back to School signage. The Back to School season for 2014 was focused on #FindYourYes which was used throughout the store to promote social media interaction with Kohl's customers. The Yes campaign was used in all of Kohl's branding for the 2014 year. The brush script used was hand created by the Art Director, and was used throughout all seasonal signage. I primarily helped design the Dorm Shop, which was designed to stand out from the rest of the store as it is the most profitable department of the season. To make the Dorm Shop stand out visually, I used a bright pop-art inspired graphic approach with teal backgrounds that amplified the iconic imagery. The target customers for the Dorm Shop were college age students purchasing items for their dorm rooms.
Art Direction: Brian Bowles
Design: Amy Malcolm

Window graphics to show the seasonal branding to grow excitement for the Back to School season as customers walk into the stores. The product imagery was placed in a puzzle like formation and was used on most of the main seasonal signage in the store.

The front end strike point focused on the #FindYourYes campaign and was the first thing customers saw when they walked into the store.

Overhead signage direct the customer to where to find the brands they love to shop.

Entering the dorm shop you can see the difference from the branding of the rest of the store, using bright colors and a teal background to highlight the pop art graphic style.

Dorm back walls

Overhead sign let customers know they had found the dorm shop. The product that was chosen for each sign was meant to be easily recognizable iconic product: the desk lamp, chaise lounge, fold up chair, bed, and organizational storage. The teal background was offset by hot pink, neon purple, and lime green colors.

The use of bright neon colors of lime green, orange, hot pink, and bright purple were used to offset the graphic and dynamic product used on the back walls.

Sign letting customers know about the extended collection that could be found online, because the goal was to show all the different colors and patterns available, the product did not include the pop art treatment that was used in the other signage.