Gift Card Redesign: Supporting Multiple Brand Identities

Overstock.com + Bed Bath & Beyond

Overview

As part of a larger rebrand project following Overstock’s acquisition of Bed Bath & Beyond’s intellectual property, I was tasked with redesigning gift cards for both brands. The challenge was to create brand-consistent gift cards that captured the essence of Overstock’s modern, minimalist identity and Bed Bath & Beyond’s legacy of trust and familiarity, while ensuring seamless functionality within the new e-commerce platforms.


The Challenge

  • Redesign Overstock’s gift cards to reflect a clean, modern aesthetic while ensuring they remain aligned with the brand’s established identity.
  • Redesign Bed Bath & Beyond’s gift cards to maintain customer trust after the brand’s revival and acquisition by Overstock.
  • Ensure both gift cards were fully integrated into the backend systems for smooth activation, redemption, and tracking.
  • Navigate the challenge of updating Bed Bath & Beyond’s cards to differentiate between the old and new versions while maintaining brand continuity.

My Role

As Lead Designer, I was responsible for:
✅ Designing brand-consistent gift cards for Overstock and Bed Bath & Beyond
✅ Leading brand strategy to ensure alignment with each brand’s identity
✅ Collaborating with print vendors and product teams to ensure seamless physical card production and digital integration
✅ Overseeing material testing and color proofing to ensure high-quality output
✅ Ensuring the smooth integration of redemption systems for both brands


Approach & Solution

1. Overstock Gift Cards: Clean & Modern

  • Design Strategy: The design was centered around simplicity and brand consistency. The Overstock logo was placed prominently against a signature red background, symbolizing energy, value, and trust.
  • Material Testing & Proofing: I closely collaborated with our print vendor to ensure the colors and design translated well onto physical cards, adjusting for material variations and ensuring color accuracy.
  • System Integration: I worked closely with the product teams to ensure the gift card’s credentials and redemption codes were compatible with our digital platform for seamless tracking and activation.

2. Bed Bath & Beyond Gift Cards: Trust & Familiarity

  • Design Strategy: Following Overstock’s acquisition of Bed Bath & Beyond’s IP, I designed a gift card that invoked the legacy of the brand, using its iconic blue color palette and a subtle logo pattern.
  • Differentiation: The patterned design helped distinguish new cards from the old Bed Bath & Beyond gift cards, ensuring customer service agents could easily identify them.
  • System Integration: Similarly to Overstock’s cards, I worked with the product teams to ensure seamless interaction between the gift card’s system and our redemption platform, allowing for easy card activation and tracking on the revamped website.

Results & Impact

Brand-aligned gift cards for Overstock and Bed Bath & Beyond, successfully reflecting the essence of each brand.
✅ A seamless experience for customers with intuitive design and smooth redemption.
Material and color proofing ensured high-quality physical cards, meeting production standards.
Integration with redemption systems helped streamline operations, offering a frictionless experience for users.


Key Takeaways

Brand strategy and consistency are crucial when redesigning key touchpoints like gift cards.
Collaboration with product and print teams ensures smooth transitions from digital designs to physical cards.
✔ Effective system integration ensures that redesigned gift cards function flawlessly across platforms.

Project Details

In the context of Overstock’s acquisition of Bed Bath & Beyond’s intellectual property, I led the redesign of gift cards for both brands, ensuring they remained true to their respective brand identities. Overstock’s design prioritized modern minimalism, while Bed Bath & Beyond’s design honored legacy and trust. Both designs were carefully integrated with our backend systems for smooth redemption and tracking, ensuring an optimal customer experience.

  • Brand strategy
  • Print design
  • Brand identity