RadioShack wanted to create more awareness around the fact that they sold big, desirable brands. My strategy was to create bold, RadioShack branded window displays and in-store banners that would both revamp RadioShack’s image as a purveyor of hot electronic equipment and begin to lay the frame work for RadioShack as a scalable lifestyle brand. My exploration involved several visits to the Fort Worth headquarters to work with talented, versatile teams of RadioShack marketing executives to better understand the brand with regard to messaging and drive periods, the numerous national store floor plans and layouts, and display systems and implementation challenges.

The following images are printed media samples from one phase of the project, “RadioShack National Store Signage Redesign Project”.

This is the brief rationale that I wrote to accompany the media recommendations:

RadioShack – products required for life

RadioShack sells products that make everyday life more enjoyable. The best brands mean the best quality and the best quality means that you’ll spend all your time enjoying the benefits of the very best that technology has to offer.

Lifestyle Point of View: the alliterative extension or required®

® is for relax, reflect, realtime. All “r” words describe the moment of joy felt by the consumer when they use RadioShack products.

The photography direction adds depth and meaning to people’s everyday relationship with technology products and focuses on the positive emotional benefits of using RadioShack brands.

Full color lifestyle imagery connects shoppers and products in relevant ways.

Background color changes for drive periods while overall graphic template remains intact. Special emphasis on secondary use of color distinguishes these banners from non-seasonal promotions.

Smaller window banners show the non-seasonal (every day) promotional system.