The UPS Store Refresh
I had the exciting opportunity to contribute to the comprehensive in-store design refresh for The UPS Store, a leading provider of retail shipping, postal, printing, and business service centers. The initiative aimed to update the aesthetic and functional layout of The UPS Store locations across the nation, promoting a consistent and modern brand experience for customers.
Store Design by Chute Gerdeman
The Challenge
The main challenge was to ensure a seamless transition between the old and new store designs, catering not only to newly opened stores but also to existing franchisees who chose to update their store layouts. While the primary focus was on facilitating the adoption of the new design, my specific task was to create and integrate print and digital assets that would align the existing stores visually and thematically with the new design concept.
I spearheaded the design and execution of captivating motion graphics prominently displayed in-store. These dynamic visuals enhance the customer experience by bringing core services to life.
Approach & Execution
I first immersed myself in the new branding guidelines and store layout plans to thoroughly understand the visual direction and operational dynamics of the updated design. Collaborating closely with the corporate branding team and store owners, I developed a series of scalable print and digital assets that included:
In-Store Signage:
Designing versatile signage that could be adapted to varying store layouts while maintaining brand consistency. These signs were crucial in navigating the stores and highlighting key services and promotions.
Digital Displays:
Creating dynamic digital content for in-store screens that showcased promotions, services, and seasonal messaging. The content was designed to be easily updated and consistent with the new branding elements.
Printed Collateral:
Developing a suite of printed materials, from flyers and brochures to service menus and direct mail pieces, that reflected the new brand identity. These materials were crafted to be informative yet visually engaging, enhancing the customer experience.
Training Materials:
To ensure smooth implementation, I also designed educational tools and guidelines to assist franchisees in transitioning to the new design. This included detailed instructions on how to utilize and display the new print and digital assets effectively.
Release & Reception
The refreshed assets were successfully rolled out to over 5,500 stores, with materials tailored to bridge the gap between the old and new designs seamlessly. Feedback from franchisees was overwhelmingly positive, noting an increase in customer engagement and satisfaction due to the updated and cohesive brand appearance. The new designs not only enhanced the visual appeal of the stores but also played a pivotal role in reinforcing The UPS Store’s commitment to innovative and customer-friendly business services.
As part of the creative team, I contributed to the art direction of the television commercial that introduced The UPS Store’s new layout. My role involved collaborating on storyboard development and helping refine the overarching visual strategy alongside the Creative Director and Copywriter, aimed at effectively communicating the store’s innovative redesign to customers.