Building a retail system that works at scale.
Creating a practical framework for a consistent Farmlands retail experience - bringing together signage, wayfinding, promotions and brand messaging, with clear standards for hierarchy, placement, sizing and materials.
New Store Launches
Developing the customer-facing experience for two new Farmlands stores, introducing a new retail format combining the main store, drive-thru, yard and dedicated FarmlandsPRO area.
Establish a clear retail hierarchy across a complex multi-brand environment - making Farmlands unmistakably the hero brand while integrating vendor messaging, wayfinding and multiple customer journeys into one cohesive experience.
Full creative ownership of the signage programme across both stores - developing the hierarchy and signage system, working with property, project and visual merchandising teams, and managing the signage supplier through production and installation.
Delivered the complete signage programme on time for both store openings - bringing together brand, navigation, wayfinding and the critical health and safety requirements of the traffic management plan.
Retail Playbook
Taking the learnings from the new store launches and developing them into a practical retail playbook - creating a consistent framework for how the Farmlands brand shows up across the wider store network.
Replace a fragmented approach to retail signage with one clear source of truth - creating consistent standards for what we use, where it goes and how it’s produced across the store network.
Built the retail signage framework from the ground up, establishing clear standards for hierarchy, sizing, placement and materials, and how vendor brands show up within the Farmlands environment.
A practical, scalable design reference that brings signage standards into one place, making it easier for internal teams, agencies and suppliers to deliver a consistent Farmlands retail experience.
Next Store Concept
Developing the next evolution of Farmlands retail - applying the evolved brand to a new store, guided by the established retail framework and learnings from previous launches.
Translate the evolved Farmlands brand into a physical retail environment for the first time, while working within an established framework for hierarchy, navigation, scale, materials and production.
Leading the creative development of the evolved brand for retail, defining how the new identity translates into the established signage framework across the physical environment.
A clear direction for how the evolved Farmlands brand shows up in retail, ready to guide the signage system through the next stages of store development.