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Sears Canada
As one of Canada’s big department store chains, forever nostalgically linked with the Christmas Catalogue and the Canadian small town mail order shopping experience, Sears Canada has been a staple of the large retail store shopping experience for decades. However the company began to struggle in the late 1990s, trailing behind its competitors and failing to create excitement among consumers.
In 2012, The Unitas Reputation Agency began working on helping the behemoth retailer correct course by rebranding and reinventing their shopping experience. Over the course of 2 years our agency produced many in-store POP collateral print pieces, television commercials, print, and digital campaigns.
Although ultimately unsuccessful in turning around the fate of the retailer, as Sears’ upper management and board of directors ultimately steered the company in a different direction and towards a spectacular corporate tailspin and demise, it was still a wonderful learning experience to have had the opportunity to attempt to correct course for such a large and historic department store chain and to work on their large scale retail creative productions, with high visibility at top tier retail locations throughout Canada, including the Toronto Eaton Centre.
Agency: Unitas Reputation AgencyCreative Director: Graham Lee
Deliverables: newspaper and magazine ads, TV supers, in-store and exterior store signage, theatrical display ads, billboards, digital and print out-of-home ads, transit signage and station domination executions, website content asset production and online banner ads.
Contributions: typography, mechanicals and layout assembly, retouching, colour correction, image compositing, logo creation and versioning, graphic guidelines development, ad re-sizing and versioning, quality control, digital asset management, pre-press, trafficking and delivery.
Deliverables: newspaper and magazine ads, TV supers, in-store and exterior store signage, theatrical display ads, billboards, digital and print out-of-home ads, transit signage and station domination executions, website content asset production and online banner ads.
Contributions: typography, mechanicals and layout assembly, retouching, colour correction, image compositing, logo creation and versioning, graphic guidelines development, ad re-sizing and versioning, quality control, digital asset management, pre-press, trafficking and delivery.
LOGO DEVELOPMENT & IN-STORE SIGNAGE:
NEWSPAPER & MAGAZINE ADS:
DIRECT MAIL AND COLLATERAL:
INTERNAL COMMUNICATIONS AND EMPLOYEE PROGRAMS:
OUT-OF-HOME EXECUTIONS
ONLINE DIGITAL CONTENT:
