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.
