folio » signage

Giant Eagle Liquor Dept.

admin — Fri, 24 Jun 2011 12:48:18 +0000

Project:
Giant Eagle grocers was seeking to elevate their beer, wine and liquor departments with a more refined presence and better customer level communication. Our research showed that liquor drinkers who shopped at the liquor agencies inside of groceries were very brand loyal so any product education needed to focus on information about quality, mixology and flavor that could help support the sales of higher ticket products.

Challenges:
Cross merchandising was a part of the strategy for this department but as usual the support to keep this system in place was left with the store managers so it made more sense to do some amount of scores merchandising in the physical space and to tall out ingredients list in more of a passive way with signage. I researched, wrote and organized the copy and design for all of the signage in this department and worked as part of the team to develop filtering and floor set planning. The shelf level educational signage for each type of liquor focused on region. history, variety and tiers of quality.

Giant Eagle Wine Dept.

admin — Fri, 24 Jun 2011 12:27:11 +0000

Project:
Giant Eagle grocers was seeking to elevate their beer, wine and liquor departments with a more refined presence and better customer level communication. Wine in particular is for many people is difficult to shop for since it is such a complex product and there are so many varieties and levels of quality. My attempt with this work was to create signage and education systems that would help support an on staff wine steward in guiding customers to an enjoyable bottle for any occasion. All of the materials used were naturalistic and related to elements of the wine making process such as the use of stained barrel tops as a focal, and metal barrel straps to mount signs and art.

Challenges:
The challenge here was to provide enough information to educate the customer and thus drive unit price of chosen purchase up but without alienating or overwhelming the shopper who is just going for a $10 bottle of whatever might go well with a planned dinner. I researched, wrote and organized the copy and design for all of the signage in this department and worked as part of the team to develop filtering and floor set planning.

Giant Eagle Beer Dept.

admin — Fri, 24 Jun 2011 12:17:46 +0000

Project:
Giant Eagle grocers was seeking to elevate their beer, wine and liquor departments with a more refined presence and better customer level communication. Craft beer has exploded across the market over the last decade and helping to translate some of the information that might be found on the label or package to a more shelf level presence was the main focus here.

Challenges:
While a specialty beer store might arrange beers by type or by region to help the customer choose, groceries only organize by imports or domestic and then within those categories, by brewery. This meant that all education needed to be done with simple headers indicating the aforemented organization then a stand alone floor sign to provide more information pertaining to types of beer and their characteristics. I researched, wrote and organized the copy and design for all of the signage in this department and worked as part of the team to develop filtering and floor set planning.

Stop & Shop Signage

admin — Thu, 16 Jun 2011 16:43:54 +0000

Project Scope:

Stop & Shop Giant grocers had updated their brand but were still using a signage hardware kit in their produce section that was off-brand and presented many difficulties. The placement of the hardware caused confusion over which product matched with price as well as blocking sightlines across the department. Through a comparative audit it was determined that the best solution for placement was to connect the food and its signage as closely as possible. A new hardware kit as well as graphic insert system was needed.

Challenges:

The produce department contains lots of loose product as well as an extremely broad selection of fixture types so this presented a challenge in creating a uniform method of attachment. The variety of colors present was also a consideration in the creating of the graphic elements. All hardware was determined to stay flat black in order to disappear within the product merchandising. 3 in-store tests were performed in 10 locations and an employee training manual was produced. Click thru for larger images>

Charleys Restaurant

admin — Wed, 08 Jun 2011 23:21:14 +0000

Project:
Charleys Philly Cheese Steaks is, strangely enough not at all a Philly based restaurant chain but rather an Ohio company. Over the years of franchise existence the brand had lots a clear voice and was in danger of becoming a blur among the offerings of other such sandwich purveyors. The company has a strong community commitment and an amusing back story. The challenge was to draw these forward while maintaining the strong, masculine and bold aesthetic of the existing brand standards. I used scanned inkings of historic wood block type to create the wall graphics which spoke of authenticity and quality.

AMC Theaters Lobby Design

admin — Sun, 06 Mar 2011 19:45:51 +0000

I worked with a large team of environments designers on this project. Basically AMC sought to drive higher sales in its concession area by eliminating bottlenecks in flow and offering an elevated selection of food and drink products. I designed the menu boards, dimensional type system and wall graphics. All menu boards were based on a set of rounded boxes in 3 sizes for modularity. These boxes featured a metal face and all attached graphics were magnetic. This allowed for prices and offering to change as often as needed by simply printing a new magnet strip.