Overview
As the creative leader behind the Trade Professional Program, I was responsible for shaping its visual identity for both Overstock.com and the newly acquired Bed Bath & Beyond brand. The goal was to create a cohesive, engaging experience that resonated with interior designers, driving both brand awareness and sales growth for both brands. From brand standards to print and digital materials, I meticulously crafted every touchpoint to reflect the professionalism, innovation, and style that interior designers expect from these brands.
The Challenge
- Create a unified visual identity for the Trade Professional Program that works across two distinct brands—Overstock.com and Bed Bath & Beyond—while maintaining consistency.
- Design a suite of print and digital materials, including postcards, business cards, advertisements, and trade show booths, that would resonate with interior designers.
- Develop a brand style guide to ensure consistent visual language across both companies, capturing professionalism, innovation, and style.
- Integrate Bed Bath & Beyond’s intellectual property into the existing Overstock ecosystem, ensuring a seamless blend of their visual identities.
- Collaborate with the Trade team to build an experience that enhances the brand’s presence and drives sales growth.
My Role
As the Lead Creative on this project, I was responsible for:
✅ Shaping the overall visual identity for both Overstock.com and Bed Bath & Beyond’s Trade Professional Program, ensuring a unified brand experience across all materials.
✅ Creating brand standards, including logos, color palettes, typography, and imagery, that reflected professionalism, style, and innovation.
✅ Designing print materials such as postcards, business cards, advertisements, and trade show booths that would capture the attention of interior designers.
✅ Collaborating with the Trade team to develop a comprehensive marketing campaign to drive sales and increase engagement with interior designers.
✅ Designing a style guide that outlined how the program’s visual identity would be applied across all touchpoints for consistency and impact.
Approach & Solution
1. Brand Standards & Visual Identity
- Design Strategy: I began by crafting a strong visual identity that aligned with the program’s core values—professionalism, style, and innovation. The color palettes, typography, and imagery were selected to appeal directly to interior designers, creating a sense of trust and design expertise.
- Logo Creation: The program’s logo was designed to be clean, modern, and versatile, capable of working across a variety of applications from digital ads to physical signage.
- Brand Consistency: To ensure brand consistency, I created brand standards that governed how the identity would be applied, providing a clear framework for other teams to follow.
2. Print & Digital Materials
- Design Strategy: I worked to develop a full suite of print and digital materials, ensuring each piece contributed to a cohesive brand narrative. These materials included postcards, business cards, and advertisements that captured the attention of interior designers.
- Trade Show Booths: I designed immersive trade show booth experiences that transformed physical spaces into dynamic representations of the brand’s values and aesthetics.
- Campaign Execution: Beyond design, I partnered with the Trade team to execute marketing campaigns that would draw interior designers to the program and drive engagement.
3. Style Guide
- Design Strategy: To ensure visual consistency, I created a comprehensive style guide that detailed the proper usage of logos, colors, typography, and imagery. This guide provided a clear, actionable framework for maintaining brand coherence across all platforms and materials.
Results & Impact
✅ Established a unified visual identity for the Trade Professional Program that resonated with interior designers and reinforced Overstock’s and Bed Bath & Beyond’s reputations as innovative, professional brands.
✅ Produced high-quality print and digital materials that contributed to brand recognition and increased engagement with interior designers.
✅ Transformed trade show booths into immersive brand experiences that showcased the professionalism and style of both Overstock.com and Bed Bath & Beyond.
✅ Increased sales by strengthening brand presence and creating a compelling program that interior designers trusted and engaged with.
✅ The style guide ensured brand consistency, simplifying future marketing and design efforts across both companies.
Key Takeaways
✔ Brand identity consistency across print and digital materials was key to creating a cohesive program that felt unified, regardless of the platform or medium.
✔ Crafting immersive experiences, like trade show booths, helped elevate the program beyond just marketing materials and turned them into experiential touchpoints for the brand.
✔ Collaboration with internal teams—particularly the Trade team—was essential for ensuring the program was both visually compelling and successful in driving sales growth.
✔ A well-defined style guide played a critical role in ensuring the program’s visual integrity, providing clear guidelines for future use.
