MA Studio | Fall 2023
Choosing the Client
When we set out on this project, our aim was pretty clear — we wanted to team up with a local business that was in need of a branding boost and, more importantly, was making a positive difference in the community. We weren’t looking for just any business; we wanted something unique, not too big yet beyond the startup phase. That’s when we stumbled upon ‘Repurposed’, a thrift store located a mere 30-minute drive from us.
What truly set ‘Repurposed’ apart was its meaningful association with ‘Living in Liberty’, a nonprofit organization dedicated to fighting human trafficking. This organization spreads awareness and provides invaluable support and resources for survivors of human trafficking, domestic abuse, poverty, and homelessness, primarily focusing on the Southwestern Pennsylvania region.
Field Research: Getting to Know ‘Repurposed’
Our first visit, though, didn’t go exactly as planned. We missed meeting the store manager, so we left a letter behind, detailing our rebranding proposal and how excited we were about the potential collaboration.
Our second visit was more productive. We used the AEIOU observation method and the 5Ws to gather insights. This time, we had the opportunity to speak with Gary, the store manager, and other staff members.
Problems
Here’s the problems we discovered:
- Signage Issues: The store’s interior and exterior signage was not effectively catching the attention of potential customers.
- Navigational Difficulties: Customers found it challenging to navigate through the store due to its disorganized layout.
- Mission Visibility: The store’s mission and values were not immediately apparent to customers.
- Website Effectiveness: The existing website, which was just information based, was outdated and user-unfriendly, making it difficult for people to learn about the store and its mission.
- Staffing and Funding Shortfalls: A significant concern highlighted by Gary was the store’s struggle with limited staff and funding. These constraints not only impacted the day-to-day running of the store but also limited their capacity to support the survivors of human trafficking, which is at the heart of their mission.
Solution Plan with Deliverables
- Logo Redesign
- Brand Identity
- Posters
- Environmental Graphics
- Interior / Exterior Signage
- Physical Artifacts: Brochures, Price tags
- Merchandise: Tote bags
- Website / Mobile App
Planning the Rebranding Work Flow
Faced with a tight timeline and a substantial list of deliverables for ‘Repurposed’, we understood the importance of meticulous planning right from the start. Our approach was twofold: to thoroughly plan each step and to align tasks with our team members’ strengths and preferences.
The goal was to ensure that every team member worked on aspects of the project they were not only skilled at but also genuinely interested in. This strategy was crucial for two reasons: it allowed us to tap into the full potential of our team’s diverse design skills and it ensured that each deliverable was crafted with passion and expertise. By aligning tasks with individual preferences and strengths, we aimed to enhance both the efficiency and quality of our work, ensuring that each component of the rebranding project was handled with the utmost care and creativity.
Redefining Brand Image
In rebranding ‘Repurposed,’ redefining its brand image was our first step. This was crucial for ensuring all our designs shared a common direction and contributed to a cohesive brand identity.
Ideation Mind Map
We began with an ideation mind map, a visual brainstorming tool that helped us explore various creative directions.
Solution Analysis
We wrote down our ideas to see how well they could solve the store’s challenges.
Competitive Analysis
We looked at other thrift stores as well as other brands with similar themes to understand their branding strategies. This helped us figure out how to make ‘Repurposed’ stand out.
Brand Image Positioning
We mapped out competing brands on an X-axis ranging from budget to high-end and a Y-axis from playful to formal. This helped us find the ideal position for ‘Repurposed’ in this spectrum. Our goal was to align ‘Repurposed’s’ mission with its visual identity, ensuring that the new look resonated with the store’s core values and appealed to our target customers.
Brand Identity
We initiated our brand identity planning, and we translated our ideas into a graphic-based diagram, effectively capturing the essence of our redefined brand story and its evolution.
After developing our ideas in the brand identity planning stage, we translated them into various graphic-based diagrams, ultimately choosing to focus on one.
We came down to have our brand identity at ‘Repurposed’ symbolically anchored in three key elements: the seed, the hourglass, and the new plant.
The seed represents potential and new beginnings, mirroring the inherent value in each individual and every item in our store. It’s a symbol of the untapped possibilities and the promise of a fresh start.
The hourglass stands for the passage of time and the transformative power of change. It reflects the journey of our survivors and the items in our store, underscoring the importance of patience and growth through the challenges.
Finally, the new plant symbolizes our new value — it’s all about growth and rejuvenation. Each purchase at ‘Repurposed’ contributes to this cycle of positive change, supporting survivors and giving new life to the items.
In essence, these symbols weave together the narrative of ‘Repurposed’: from the products we sell to aiding human trafficking survivors, it’s a cohesive story of hope and making a meaningful impact.
Inspiration & Visual Ideation
Logo Redesign
Design Process : Shapes
In the logo redesign for ‘Repurposed’, our creative process was deeply rooted in the store’s diverse inventory. We focused on seven key categories: clothes, homeware, furniture, books/CDs, toys, jewelry, and linens. From each category, we selected a representative item and crafted a unique shape that captured its essence.
Design Process: Typeface
We took these seven unique shapes, each standing for a different category like clothes, homeware, or toys, and had some fun blending them into our logo’s typeface. Crafting each letter of the logo, we made sure to sprinkle in a bit of each category, giving the typeface a really unique characteristic that’s as diverse and playful as the store’s offerings.
Posters
we created a series of two posters incorporating the discussed elements. The left poster symbolizes the past, highlighting that every item in ‘Repurposed’ carries its own unique story. In contrast, the right poster focuses on the future, illustrating how customers’ purchases contribute to supporting survivors of human trafficking. Both posters draw inspiration from eye-spy books, mirroring the treasure-hunt vibe of thrift shopping with intricate shapes, text, and other elements. Additionally, text at the bottom of each poster provides further insights into ‘Repurposed’s’ mission and the noble cause it supports.
Environmental Graphics
Wall Art Inspiration
We found some inspiration and decided that we want to play with our shapes on the wall.
Wall Art: Trials and Options
At first, we experimented with wrapping the walls with our various shapes to cover the entire space. However, this approach seemed overwhelming. So, we pivoted our strategy. We opted for a more minimalistic approach, using subtler graphics on the front of the building and placing additional designs along the side.
Exterior Signage
The exterior signage for ‘Repurposed’, situated along a busy highway, faced a challenge in capturing the attention of passing drivers and clearly communicating its identity. Recognizing these issues, we streamlined the signage to enhance its visibility and readability. We prominently displayed the word ‘Thrift’ to instantly convey the store’s nature, removing any unnecessary text that could clutter the view or confuse potential customers. Additionally, we utilized the distinctive shapes we developed for ‘Repurposed’ as icons atop the signage, adding a visually appealing and recognizable element that aligns with the store’s rebranded identity. This new signage design not only makes ‘Repurposed’ stand out but also clarifies its purpose to those who might otherwise pass it by.
Interior Signage
Previously, the store utilized uniform rectangular signs with vibrant colors and black typeface, which, while visually striking, did not effectively stand out or aid in readability. This made store navigation challenging for customers. To address this, we incorporated the unique shapes we designed for each category into the signage. This not only added a distinct visual element to each section but also made it easier for customers to identify different areas of the store from afar.
Physical Artifacts
In designing the physical artifacts— the brochures and price tags — our biggest goal was to ensure they were not easily thrown away. They thoughtfully designed to reflect the core principle of ‘Repurposed’ — to give new life and value to every item, resonating with our mission of sustainability and mindful consumption.
Brochure
For the brochure, we transformed it into something more than just informational material. We designed it to resemble a charming postcard, an item that customers would be delighted to collect rather than discard after reading. This approach not only serves as an effective marketing tool but also aligns with our commitment to sustainability and reducing waste.
Price Tags
Similarly, we reimagined the price tags to serve a dual purpose. By simply tearing off the edge, these tags transform into cute bookmarks. This design encourages customers to repurpose the tags, extending their life and usefulness beyond their initial role.
Website
Earlier, we found some challenges at ‘Repurposed’, especially in terms of staffing and funding, which are very important for supporting our mission to help survivors of human trafficking.
To tackle this, we decided to launch an online shopping platform. We wanted to reach a wider audience; and also wanted to make things more manageable for the staff.
We added a ‘Drag and Drop’ feature in the shopping platform, offering a more intuitive and interactive shopping experience. Additionally, the homepage was enriched with floating, clickable icons, adding a dynamic and user-friendly element to the site’s navigation.
Demo Video
Mobile App
During our field research at ‘Repurposed’, we identified two key challenges: a shortage of staff and customers struggling to navigate the store’s extensive inventory. We came up with designing a mobile app with dual functionality. For the staff, it’s a streamlined tool to manage inventory with ease — just scan and register products in the system. For customers, it’s all about simplifying their shopping experience. We introduced AERO, a friendly digital character in the app, guiding customers to find exactly what they need with ease and a bit of fun. We hope this app to become a bridge connecting staff efficiency with customer satisfaction.
Final Deliverables Summary
Conclusion:
As I reflect on this project, I realize how invaluable the team effort was in achieving such a diverse range of deliverables. Tackling this project solo would have been a daunting task, so I’m incredibly grateful for the collaborative dynamics of our team. Working with a real-world client, particularly one involved in a noble cause like ‘Repurposed’, has been a profoundly enriching experience. Designing solutions that contribute to the mission of supporting survivors of human trafficking and promoting sustainability has been exceptionally rewarding.
What stood out for me the most was the constant feedback loop within our team. With two other teammates by my side, I was always in an environment ripe for seeking and receiving feedback. This not only facilitated my personal and professional growth but also ensured the quality and effectiveness of our outcomes. The experience has been a significant step in my journey, enhancing my skills and enriching my understanding of the real-world impact of design and collaboration.
