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Kmart Brand Re-launch
My responsibilities for this project included all creative/art direction and development of in-store signing from concept through production, collaboration with the internal agency to provide assets for style guide development, strategic visual merchandising team and 3D rendering team to curate and deliver an exciting member experience.
Kmart Des Plaines
This store featured lower gondola for better sight lines, a streamlined navigation system that now included numbered aisles for the first time, curated brand shop experiences in the apparel department, an "aisle of wow" that centralized the best deals for that store, a fresh grocery section, Sears brand paint shop, appliance center, and family-friendly shopping experiences (kids shopping carts and Freebie Saturday events).

My responsibilities included all creative art direction and design for the in-store signage from concept through production, creative/strategic development and execution of color hierarchy and architecture, collaboration with strategic visual team to curate unique experiences, collaboration with format marketing team to ensure brand standards.
Sears Home Reinvention
The home department within Sears is reinvented by curating a strategic assortment of product in a vignette environment to allow the member to shop by rooms. This was and integrated experience where online only assortment was brought into the space and could be ordered in the store and shipped to home for free. The design focused on a neutral color palette with aspirational photography and textures. Signing was elevated with the introduction of dimensional navigation and frosted acrylic finishes. The Home Reinvention Experience was first tested in Fox Valley Mall, Aurora, IL. Its success has allowed it to roll-out to additional locations nationwide.

My responsibilities for this project included art direction and creative development of all in-store signing, collaboration with the strategic visual merchandising, 3D rendering and procurement teams to curate and deliver a unique member experience.
Sears Showcase
The Sears Showcase is a test concept that highlights apparel and accessories from 11 brands based in Europe and Mexico (most available for the first time in the United States) into a curated "shop within a shop" experience. This experience is currently being tested in five New York-area stores and utilizes 10,000 to 15,000 square-feet of space inside Sears department stores.

My responsibilities for this project included creative/art direction of all signage, collaboration with the strategic visual merchandising team and 3D rendering team to curate and deliver a unique member experience.
Sears King of Prussia
The Sears King of Prussia was a ground-breaking experience for the company. It was the first test store that reduced the floor space to only the lower level and leasing the upper level to another retailer. With the loss of an entire floor strategic planning was critical in determining how to best use the space. Innovation was key and and integrated experience was the answer. Technology was a huge component in this experience with endless aisle kiosks in each department to make up for the reduced inventory on the floor. A modern update to the Sears aesthetic was also important to bring in a younger members. Merchandise was curated into boutiques rather than by normal departments. The boutiques cross-merchandised product for an easier shopping experience.
Sears King of Prussia Boutiques
My responsibilities for this project included creative development for most of the stores' signing. I was responsible for designing the accessories, kids', seasonal, clearance, home and Christmas boutiques. I also developed layouts for some of the digital screens in the checkout hub and endless aisles. I collaborated with the strategic visual merchandising team, project managers, 3D rendering team, and procurement team to bring this experience to life.
OfficeMax Business Solutions Center
The OfficeMax Business Solutions Center's first store opened in Milwaukee Spring 2013 and was the first of its kind nationwide. This new store format was a strategically curated environment offering business services, solutions and products for the small business professional. The small footprint of 5,000 square feet provided an integrated service counter with expert specialists, curated product for small business owners/entrepreneurs and even meeting rooms that could be reserved for customers to host meetings in a professional environment.

My responsibilities for this project included creative development of style guide, in-store signage and experiences from concept through production, photography art direction, collaboration with marketing and visual merchandising teams.
Environmental signage for OffiiceMax's TechWorld. This needed to be designed for several store formats. The large back focal wall consists of graphics printed on a magnet surface so graphics can be replaced if needed. The focal wall features a flat screen TV that is made to look like a laptop. The TV airs in-store promotions and advertisements for store services. The signage is very direct to help the customer easily navigate the space to find exactly what they are looking for. The area also features a co-branded space with Radio Shack.
Ctrlcenter focal wall in Tech 2.0 stores

This display is for OfficeMax's Ctrlcenter computer repair service. The focal wall features a flat screen TV that highlights the services offed and daily promotions. I created the style guide for Ctrlcenter, where I developed all of the graphics and color scheme that is applied to all deliverables for this brand.
Ctrlcenter Computer Support In-Store Experience
This area is featured chain-wide within OfficeMax stores. promotions. I created the style guide for Ctrlcenter, where I developed all of the graphics and color scheme that is applied to all deliverables for this brand.
Promotional counter signage for Ctrlcenter.
2012 Back to School Campaign
The back to school season is the most-important event of the year for OfficeMax. I have been in charge of designing the back to school campaigns for the past 3 years. The 2012 season features a bright rainbow background gradient that is within the neon trend for the year. The graphics feature black and white photography that has been distressed and a large halftone pattern outlines the cut-out effect.
2012 Back to School Value Channel Endcap
2012 Back to School Endcap
2012 Back to School Corrugate Display
2011 Back to School Endcap
This Endcap features the OfficeMax rubber band ball graphic redesigned as a bright line drawing. The rays and halftone pattern emanate from behind the ball focusing attention to the center where the headline is placed. The type treatment was created through several steps to create a unique effect. There is a lugon that features the value message of the season "A+ Deals". The wallpaper is a pixel pattern. The overall theme of the campaign was 80s.
2011 Back to School Corrugate Displays
2011 Back to School Ceiling Banner
2010 Back to School Endcap
This Endcap features the current trends of the season, plaid and stripes. A bold palette of magenta, teal and purple stand out in the store against the permanent orange and yellow signs throughout OfficeMax stores. In the corner of each Endcap the overall value message "great year, great deals" is displayed.
2010 Back to School Corrugate Display
2010 Back to School Ceiling Banner
The ceiling banners were used for navigation throughout the OfficeMax Store. Each Banner featured a animated child in a stripe and plaid environment with fun graphics to enhance the motion of the child's pose. There was a photo shoot for all of these images and I worked a 3D artist to create the graphics environment the photo is placed within.
2010 Back to Basics Endcap
This Endcap was displayed for the longest season of the year for OfficeMax. The campaign was designed around the concept that "the buck shops here". The graphics feature the George Washington graphic from the dollar bill in a Pop Art style. The type treatment utilized several distressing effects and layering techniques.
2010 Back to Basics Corrugate Display
The graphics feature the George Washington graphic from the dollar bill in a Pop Art style. The type treatment utilized several distressing effects and layering techniques.
2012 Back to Basics Ceiling Banner
This banner was the featured graphic at the front of the store.
DiVoga Trendcap
This Endcap features the Catherine product for DiVoga -- OfficeMax's private label brand. The header graphic features a stylized product shot and a decorated lugon that displays the headline. The rich royal blue wallpaper enhances the appearance of the products being displayed. This encap was part of the 2011 Back to Basics store campaign.
DiVoga Grey Impulse Rack Signage
This rack features the Seriphina product for the OfficeMax private label brand, DiVoga. The sign highlights a range of product through the use of photography and the graphics highlight the unique Seriphina patterns.
2010 Jonas Brothers Winning the Dream Sweepstakes Standee Display
This display was featured in the vestibule area of every OfficeMax store. OfficeMax partnered with Disney for this sweepstakes. I designed the look and feel of the sweepstakes and worked with Disney's designers for brand approval of all graphics. The graphics had to work with all of the concert signage that was developed for the Jonas Brothers.
2010 Jonas Brothers Winning the Dream Sweepstakes Game Ticket Decoder
This was used for the customers to place their secret code from the website under the decoder slip to reveal if they were a winner.
in-store experience

In-store environment signage for U.S., Puerto Rico, Virgin Islands, Mexico, and Australia

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Jenna West
Associate Creative Director // Kmart In-store experience Naperville, IL