Overview
As the lead designer for Overstock.com and Bed Bath & Beyond’s business development programs, I’ve been instrumental in creating marketing materials that attract quality suppliers and build lasting partnerships. Whether for Overstock.com or the newly integrated Bed Bath & Beyond, the mission is clear: to bring new suppliers on board who can help elevate the customer experience by seamlessly fulfilling orders through drop shipping. Through the design of compelling brochures, presentations, flyers, and more, I’ve contributed to expanding our supplier network and enhancing our brand presence across both platforms.
The Challenge
- Integrating Two Strong Brands: After Overstock.com acquired the intellectual property of Bed Bath & Beyond, there was a need to develop business development materials that could cohesively represent both brands while also leveraging their individual strengths.
- Attracting Quality Suppliers: As both Overstock.com and Bed Bath & Beyond are committed to drop shipping, the goal was to attract suppliers who could meet the logistical needs and expectations of each platform, ensuring a seamless customer experience.
- Building Partnerships through Design: The challenge was to create materials that not only informed potential suppliers but also inspired them to join a growing network that would elevate their businesses and contribute to the customer shopping experience.
My Role
As the lead designer for the business development programs at Overstock.com and Bed Bath & Beyond, my role involved:
✅ Designing brochures, flyers, presentations, and other marketing collateral aimed at attracting quality suppliers to both Overstock.com and Bed Bath & Beyond.
✅ Crafting visually compelling narratives that communicated the benefits of joining the supplier network, emphasizing the importance of drop shipping and seamless fulfillment.
✅ Aligning designs with both brands—respecting Overstock.com’s modern, e-commerce-focused image while incorporating elements of Bed Bath & Beyond’s legacy to maintain continuity and trust with potential suppliers.
✅ Collaborating closely with marketing and business development teams to ensure the materials supported their objectives and resonated with target suppliers.
✅ Contributing to the overarching brand strategy by ensuring that every design piece contributed to a cohesive and professional image for both Overstock.com and Bed Bath & Beyond.
Approach & Solution
1. Designing for Dual Brand Identity
- Strategy: Given the recent acquisition of Bed Bath & Beyond’s intellectual property, it was essential to create materials that balanced both brands’ identities. Overstock.com’s sleek, modern e-commerce aesthetic was integrated with elements of Bed Bath & Beyond’s established legacy to create a unified message that would appeal to a diverse range of potential suppliers.
- Outcome: The cohesive brand identity across all materials ensured that the supplier network could easily identify with both brands, giving confidence in the partnership opportunities available at Overstock.com and Bed Bath & Beyond.
2. Developing Persuasive Marketing Collateral
- Strategy: I focused on creating materials that were informative, persuasive, and engaging. Each brochure, flyer, and presentation aimed to communicate the benefits of partnership, such as increased reach through drop shipping, seamless fulfillment, and streamlined product management. I paid close attention to ensuring that each piece was visually striking while still communicating key messages clearly and concisely.
- Outcome: The marketing materials played an integral role in attracting high-quality suppliers to join the platform, helping to significantly expand the supplier network and contributing to an improved customer shopping experience.
3. Creating a Strong Call-to-Action
- Strategy: Every marketing piece included a clear call-to-action (CTA) that guided potential suppliers on how to get involved, with easy-to-follow instructions for applying to become a partner. This simple and straightforward design ensured that interested suppliers had all the information they needed to take the next step.
- Outcome: The action-oriented design led to higher conversion rates from interested suppliers, resulting in valuable additions to the supplier network for both Overstock.com and Bed Bath & Beyond.
4. Tailoring Presentations for Key Stakeholders
- Strategy: In addition to print materials, I designed dynamic presentations that were tailored for key stakeholder meetings, which highlighted the value proposition for suppliers and the logistical ease of partnering with both brands. These presentations were strategically designed to clearly communicate the benefits of working with Overstock.com and Bed Bath & Beyond, from expanded reach to increased sales opportunities.
- Outcome: The presentations successfully conveyed a clear, compelling narrative, leading to stronger relationships with key suppliers and an increased number of supplier sign-ups.
Results & Impact
✅ Increased Supplier Network: The business development materials contributed significantly to the expansion of the supplier network, attracting quality suppliers to both Overstock.com and Bed Bath & Beyond.
✅ Enhanced Supplier Relationships: The materials played a pivotal role in fostering trust and building long-term relationships with suppliers, ensuring seamless dropshipping and fulfillment processes that helped elevate the overall customer experience.
✅ Brand Alignment and Cohesion: By carefully blending the identities of Overstock.com and Bed Bath & Beyond, the marketing materials helped position both brands as modern, reliable, and innovative partners for suppliers, increasing the credibility and attractiveness of each platform.
✅ Improved Conversion Rates: The targeted call-to-actions and visually compelling materials led to higher conversion rates, with more suppliers signing on and actively contributing to the success of the business development programs.
Key Takeaways
✔ The design of dual-brand materials effectively balanced Overstock.com’s modern e-commerce appeal with Bed Bath & Beyond’s established legacy, ensuring a seamless brand experience for potential suppliers.
✔ Persuasive marketing collateral drove higher engagement from suppliers and improved conversion rates through clear and compelling messaging.
✔ Tailored presentations for key stakeholders helped build stronger, more impactful relationships with suppliers.
✔ The consistent visual identity across all business development materials aligned with the overarching brand strategy, ensuring brand credibility and long-term partnership success.
