JCPenney

Going back to the future to transform retail

  • Town Square Retail Strategy & Experience Design

  • Brand Name, Logo & Graphic Identity System

  • Loyalty Program Strategy & Design

  • Brand, Positioning, Identity, & Retail Experience Strategy

  • Retail Store Design Look & Feel

  • Direct Mail

  • Testimonial: Michael Francis, President, JCPenney

    Read the entire case study

  • Employee Brand Launch Keepsake

  • Employee Brand Launch Keepsake

  • Brand Manifesto Design & Copy

  • Oscar Ads with Ellen DeGeneres, "Roman Returns"

  • Oscar Ads with Ellen DeGeneres, "Western Coupons"

  • iPhone Application Design

  • Oscar Ads with Ellen DeGeneres, "Hat Pence"

  • Oscar Ads with Ellen DeGeneres, "50's Wake-Up"

  • Brand Implementation Blueprints

  • NYC Launch Jumbotron Promotion

  • Print Collateral System

  • Stationery System

  • Brand Launch Print Ad Campaign

Our Work

Situation & Challenge

After decades as one of America’s leading retailers, JCPenney found itself struggling to cope with industry changes and, in 2011, hired Ron Johnson as CEO. While over decades, the retail industry had morphed into a category known for gimmicks, door buster sales, and hype, Johnson, dubbed a “retail revolutionary” by Forbes for his transformation of Target and his vision, launch, and success of the Apple Store, believed there was an opportunity to bring back to retail the values James Cash Penney had set in place over 100 years earlier.

Analysis, Solution & Results

Get the full story behind our partnership with JCPenney to “transform” the retail experience, by returning to honesty, simplicity, and style.

Related Work & Stories

See how we refined Pizza Hut’s brand to extend its product line and grow its daytime business.