Page 1

Current Color Pa

Re-desig Inital Ideas/Co

B G LOTS Rebranding: Big Lots, Inc. Designer: Ms. Amber Payne

pg. 


Table

What’ it all about? About Big Lots /Current Brand Creative Brief Initial Sketches Logo DevelopmentColors Influences Color Studies Final Logo Applications

of Contents

Spreading the new Brand Language Stationary Print Ads Web Site Vehicle Billboard Poster/Outdoor Weekly Ad Guerilla Piece Time/Budget


! ! Re-designed Inital Ideas/Color Palattes

Summary: Positioned as the nation’s largest broadline closeout retailer and ranking high among many other Fortune 500 companies, Big Lots, Inc. is a merchandise retailer that aims to continually possess the buying power and offer the best deals in the bargain business.

BG

Big Lots

Current Logo/ Color Palatte

ABOUT


Creative Brief Conflict: Big Lots was revamped in 2001-2002. Although adjustments were made the company is still in need of a more sophisticated and unified identification system to unite the consumer with direct reasoning for shopping with Big Lots vs. other “bargain” aimed companies.. We need to change the “cheezy and cheap” perception that many consumers has about our company.

Our research shows that most of our consumer base comes from “budget shoppers”-who are the consumers who look for the lowest price, regardless of the brand. Next “discount shoppers”- who hunt for bargains and prefer brand names and the “deal hunters” who usually shop for the fun of finding a great bargain.

Objective: We are being asked to redesign as a whole, the brand of Big Lots. Through intensive research and exploration, we’ll determine a edgy design solution that will revamp the old Big Lots layouts to a more modern and consumer friendly brand. The look will be not only fresh, but clean.

D.L.P: Live Smart. Shop Smart!

This will allow for more appreciation of our company.

Tonality: Family,Friendly, Bright, Adventurous

Competition: Big Lots is a high marked competitor to many retailers. Some of the main competition includes Family Dollar, Wal-Mart, Meijer and Dollar General. These stores all sale numerous products at discounted/ marked down prices. They campaign their advertisements around hard sales to persuade the consumers that they can get the “best deals” by shopping with their company.

Anticipated Customer Response: “I was going to go somewhere else, but needed to save a few more bucks. I had to get real...real smart that is.”

Audience: The target audience for this new brand is generally a mix of -Men and women -Budget conscious. -Middle class, working /may have 2/3 children

Reasons for D.L.P: *Need to save money (changing economy) *Save More *Bargaining

Policy Limitations: Big Lots, Inc. Slogan: Brand Names. Closeout Prices. Logo: The usage of the logo is open as long as there is atleast 1/2” white (breathing)space on each side in relations to any type or images.

pg. 


Initial Sketches

pg. 


Logo Development

B G LOTS

While developing the look and feel of what the new logo should look like many points of inspiration were taken from symbolic forms of what one would imagine when thinking of something being intelligent or smart. -Albert Einstein -”Lightbulbs” -Math Wizard

B G LOTS

bi L TS

bi bi TS LL TS

Big LOTS LOTS

G LOTS B BGBig LOTS G B LOTS BG

G B O O

O

LOTS BG

G BGLOTS BBG LOTS LOTS BG LOTS

lots

bi lots L TS lots

G BBig L TS

G B

As the logo designs became more complete we finalized on a few elements that would relate our “smart” brand. A “beam” was used to relate a lightbulb going off (“smart idea”)and the exclamation point as if it’s checking a box to “ok” it.

LLOTS TS

O

G LOTS B G BBG L TS pg. 


Influences This image board relates the overall demographic and spirit of Big Lots, Inc. We’re in the business for the family oriented, budget concious consumers.

pg. 


Color Studies

The colors were kept in consistency with the exisitng Big Lots color scheme but enhanced with some hues of purple. By strenghtening the color layout with a subtle change of color we plan to: -Build customer connection -Add quality to the brand -Boost awareness across various audiences

pg. 


g g BBgg g BBgg g g

Final Logo L LOTS

LOTS

LOTS

Shop Smart ®

LOTS

Shop Smart ®

L LOTS L LOTS L LOTS L LOTS ® Smart ® Shop SmartShop

Shop Smart ®

Shop Smart ®

L LOTS L LOTS Shop Smart ® Shop Smart ®

L LOTS L LOTS

BBgg Shop Smart ®

L LOTS L LOTS

Shop Smart ®

Shop Smart ® Shop Smart ®

g

L LOTS Shop Smart ®

LOTS LOTS

LOTS

LOTS LOTS

LOTS LOTS Shop Smart ®

LOTS LOTS

B g Bg Shop Smart ®

Shop Smart ®

LOTS LOTS Shop Smart ® LOTS Shop Smart ® Shop Smart ®

Bg

L LOTS

LOTS Shop Smart

®

Shop Smart ®

L LOTS LOTS L LOTS Shop Smart ®

® Smart® Shop Shop Smart

Bg

L LOTS Shop Smart ®

pg. 


Applications LOTS Shop Smart

®

F & F amily 2009 2009 riends

Friends & F amily 2009 2009

Let the FUN BEGIN from Jan. 20-25, 2009 Go ahead...Share N’ Shop! Use these coupons to get the astounding discounts you’ve wished for.

LOTS Shop Smart

52’ Only $299.99 After $100.00 Mail-In Rebate

Flat Screen

¨

Employees, treat your friends and family to the fun adventure of bargain shopping.

®

35 Off 30 Off %

%

all Merchandise

all Merchandise

*Some restrictions apply. See sales clerk for assistance.

*Some restrictions apply. See sales clerk for assistance.

In-Store Signage

Discounts can only be used on merchandise at the time of sale. No rain checks or other adjustments for unavailable goods will be arranged. Only one discount per transaction.

@www. biglots.com

Need more information? Check us out online

Friends and Family Card

10/4/2009

LOTS Shop Smart

Pay to the order of

®

Easthaven Elementary School

Twenty Thousand Dollars and LOTS2GIVE Company Give-A-way Check

$20,000 0/100

Dollars

pg. 10


LOTS Shop Smart ¨

INVOICE NO.

Credit Memo

DATE:

Name: Address: Phone: Fax:

Consumer No.

Special Invoice No.

For

Terms

LOTS Shop Smart Date

Approved By

BIG LOTS, INC Big Lots Corporate Offices 300 Phillipi Road Columbus, Ohio 43228-5311 .

LOTS

®

Shop Smart

®

Melissa Pryor Quantity

MFG Code No.

Description

Package Size

Unit Size

Extended Amt.

General Manager Employee ID Badge

LOTS2GIVE

WIN

Big Lots is calling for parents, teachers, administrators, and community members to give us the next contest subject. It may be personal, humorous or straight to the point. If your idea is used your local school will win $1000.

$1000

It’s easy to apply. Just fill out the information below (be sure to write why your suggestion is best) and mail it to us! Winner will be notified by November 25, 2009

Lots2Give Contest Suggestion and why?

LOTS Shop Smart

®

GIFT CARD

Store Stamp

Ultimate Card For Deal Breaking, Merchandise Discount, FANATICS

Total Credit Amount

LOTS Shop Smart

®

“Lots2Give is all about rewarding schools that need and deserve it most. Big Lots wants to give back to local schools in need, and we think the people in the communities we serve can best tell us who to help.” —Steve Fishman, CEO

Manager Signature

Street/Ct. City

Country

Apt# State

Zip/

Daytime Phone For more information about Lots2Give log onto lots2give.com

63029301 29018 12910 213

Associate Signature

Lots2Give Business Reply

Company Document

This gift card is only valid for the amount present at the time of purchase. No cash refunds can be given, but credit can be replaced if returns are made.This card is the responsibility of the buyer, no additional cards will be granted due to loss or theft.

Gift Card pg. 11


Stationary LOTS

LOTS

Thank you for your time and we expect to be in contact soon. If you have any questions feel free to contact us at any time. Sincerely,

Angel Thompson 20 E. Gates Street Columbus, Oh 43206

LOTS Shop Smart

LOTS Shop Smart

Columbus, Ohio 43228-5311

Ostis augait ilit wissis ercin el ullam augiat. Ut quamc onsequat. Ullam vel ute velis alis doloborercil ut lum diat lum vent velestio od eraesent wis do consequatio commy nos duipsus cillaor tincidunt volor suscil dolor at wissit num veleniat nisi.Hendre commole ssequis ea at. Ut nulla aute con venis nisl utpat, cortie velenis euismolore magnis alis non eniatis molorem venisci ting eu facipit wisi. Ugait, si. Duis alisi. Lit volore faccum vel iure feumsandio exer sustin henit aute consectem zzriure el ipit, venibh ex ent auguer ing eum nisci tat. Guer se diat. Ril do conum el irilit volor augiatin henit nim zzriure dolorperat wismodi gnisisi. Ibh ercip erit volortie do dolenis atismolore consecte commolo boreet, quat alit nostrud et lut acin eugue dipisi te dolesendre magnim ipit la at adit ver si. Equam iriurem quisi tin eum zzrit atet lorero eui tie consequatin veliquat, commodolor sit amet nonulla conse magna facinit iure te veleseniat. Lortie moluptat, si eu feuis nulput ip ea adignis dolobor augait alit nonsequat.Utat, vel inci te dio odignisl dipsusci blan verosto delis ad ea faccum quam ilismodolore dit lum dolore delenisi. Lutat irit augue eugait nos nisit at, vendre el utpat eliquatem inciduis alis adignibh ex ea conullut ver sum ero odo dolortionse dolutat, si euismolore modoluptate consequipis nostrud tatetue dolute dolobor iuscincipit prat lut adipsum zzrit. ullaore mod modionse vent la commy nonsent ad dolorero consendrer at, quisl del utat, quatinim dolor adionse quationsenim del dipsustrud dolor adiamcore dunt niam velessent.

300 Phillipi Road

Shop Smart

Big Lots Corporate Offices 300 Phillipi Road nonsenditColumbus, lan ver seOhio 43228-5311

Big Lots Corporate Offices

December 20, 2008 Dear Mr. Kenneth Brown,

Big Lots Corporate Office / 300 Phillipi Road/ Columbus, Oh 43228

Shop Smart

Melissa Pryor General Manager (p) 614.234.0983 (f) 614.234.4532 (e) MelissaP@biglots.com

Angel Thompson Assistant Manager (p) (614) 278-6800 ex. 5649 (e) AngelT@biglots.com

pg. 12


Print Ads DADS

DECLARE THEIR THRONES

HERE!

ROYAL PRINCESSES

CHOOSE THEIR GOWN HERE!

MOMS

GET PRIMPED

HERE!

TOUGH GUYS WIN BATTLES HERE!

Although the “Don’t sit in my chair” rule will still apply, come find a new recliner to suit dad’s comfort today. With numerous furnitrure styles and unbeatable prices, find the right furniture not only for dad’s domain, but your bedroom and kitchen too!

www.biglots.com

www.biglots.com

LOTS Shop Smart

Gowns, jewels and imagination are the only ingredients necessary to build a girls’ “Enchanted Tales” fantasy. At Big Lots, you’ll find the accessories necessary to enhance everyone of your child’s journeys.

®

www.biglots.com

LOTS Shop Smart

Getting spruced up is almost as fun as shopping. Come to Big Lots and find Young Blood, Revlon and many other name brand cosmetics. Be smart and pretty...don’t stress over high prices, instead come get our budget slicers!

®

LOTS Shop Smart

®

With toys for big and small, BIG LOTS has it all! Step in to find your child’s favorite action hero or your own personal gadget. With name brand merchandise and prices for your budget, your sure to leave feeling victorious.

www.biglots.com

LOTS Shop Smart

®

pg. 13


Added Strategies (Ads)

According to the National Retail Federation,

75%

of consumers are planning to shop at “discounters” this holiday season.

Lession # 1: Prioritize your spending

Grade school teaches: High School teaches: The economy teaches:

HOW TO CONTROL YOUR THOUGHTS HOW TO CONTROL YOUR MOUTH HOW TO CONTROL YOUR BUDGET

Rather you learn now or later, just learn how to control your life. Think Smart. Live Smart. Shop Smart.

So why not join in the majority? Think Smart. Shop Smart. LOTS Shop Smart

®

biglots.com

LOTS Shop Smart

®

LOTS Shop Smart

®

biglots.com

pg. 14


Website

Welcome to Big Lots

http://biglots.com/welcome

Welcome to BIG LOTS

Furniture Department Apparel / Toys Careers Contact Us

Contact Us

Weekly Ads

About Us

About Us

Careers

(Rollover titles to find additional information)

Apparel/Toys

®

Furniture

Shop Smart

Weekly Ad

LOTS

“ W h a te v e r y o u g o . . . b e s m a r t ” As the nation’s largest broadline closeout retailer, Big Lots has the power to negotiate the best deals in the business. We sell a broad range of high-quality, brand-name products, including consumables, seasonal items, furniture, housewares, toys, electronics, home décor, tools and gifts.

Corporate Office

Big Lots Wholesale

Big Lots.com

About Our Company News Center Real Estate Investor Relations Community Relations Vendor Relations Careers

About Wholesale Products Specials Showrooms Trade Shows

Join The Buzz Club™ Community Fun at Big Lots Big Lots On TV Teachers Site Map Privacy Policy User Agreement

Big Lots Corporate Offices: 300 Phillipi Road / Columbus, Ohio 43228-5311 / Phone: (614) 278-6800

Before

After

pg. 15


1

Welcome to Big Lots http://biglots.com/welcome

Welcome to Big Lots

Welcome to BIG LOTS

http://biglots.com/welcome

(Rollover titles to find additional information)

Contact Us

Furniture “ W h aDepartment te v e r y o u g o . . . b e s m a r t ” Apparel / Toys

As the nation’s largest broadline closeout retailer, Big Lots has the power to negotiate the best deals in the business. We sell a broad range of high-quality, brand-name products, including consumables, seasonal items, furniture, housewares, toys, electronics, home décor, tools and gifts.

Corporate Office

Careers

Big Lots Wholesale

About Our Company About Wholesale News Center Products Real Estate Specials Investor Relations Showrooms Community Relations Trade Shows Vendor Relations CareersAs the nation’s largest broadline closeout retailer, Big Lots has the power to negotiate the best deals in the business. We sell a broad range of high-quality, brand-name products, including consumables, items, furniture,/ Phone: house- (614) Columbus, seasonal Ohio 43228-5311 wares, toys, electronics, home décor, tools and gifts.

Careers

Apparel/Toys

Weekly Ads

Contact Us

Careers

About Us

Contact Us

Apparel / Toys

(Rollover titles to find additional information)

®

Furniture

Furniture Department

Shop Smart

Careers

2 The other option to navigate throughout the site are through the tabs on the lefthand bar that continues from page to page. With the click of a button the viewer is quickly move to page the of their choosing.

Welcome to BIG LOTS

LOTS

Weekly Ad

Weekly Ads

About Us

About Us

Apparel/Toys

®

About Us

Shop Smart

Furniture

LOTS

Weekly Ad

1 For the website to be interesting to our consumers we included interactive rollovers that highlight the various compartments with inviting visuals.

Big Lots.com Join The Buzz Club™ Community

“ W h a t e vFuneat r you go...be smart” Big Lots

Contact Us

Big Lots Corporate Offices: 300 Phillipi Road /

Big Lots On TV Teachers Site Map Privacy Policy User Agreement

278-6800

Corporate Office

Big Lots Wholesale

Big Lots.com

About Our Company News Center Real Estate Investor Relations Community Relations Vendor Relations Careers

About Wholesale Products Specials Showrooms Trade Shows

Join The Buzz Club™ Community Fun at Big Lots Big Lots On TV Teachers Site Map Privacy Policy User Agreement

Big Lots Corporate Offices: 300 Phillipi Road / Columbus, Ohio 43228-5311 / Phone: (614) 278-6800

2

Big Lots

Big Lots

http://biglots.com/weeklyAbout

http://biglots.com/careers

Careers

LOTS Shop Smart

LOTS

®

Shop Smart

About Us

About Us

Weekly Ads Furniture Department Apparel / Toys Careers Contact Us

®

Please note: that if you are interested in applying for a position in our stores other than management, please apply in person at your local Big Lots store.

Weekly Ads Furniture Department

About Us

FAQ

We are America’s largest broad line closeout retailer with annual sales over $4.5 billion and over 1,300 stores nationwide. Beginning 1967 in Columbus, Ohio as Consolidated International, Inc.. now...Big Lots has existed since 1985. Our main focus is on closeout shopping for consumers everywhere. At Big Lots you can expect to find that quality comes first. Discovering name brand products found at other retailers, but at substantially lower prices will be sure to keep you coming back again and again.

BIG LOTS WHOLESALE

THE BIG LOTS START

BIG LOTS FURNITURE

We buy closeout merchandise from manufacturers who want to reduce inventory as a result of package changes, canceled orders, product discontinuation or test market products. For more information check out the listed links in the right column. Big Lots Corporate Offices: 300 Phillipi Road / Columbus, Ohio 43228-5311 / Phone: (614) 278-6800

stores nationwide and five regional distribution centers and there’s always room for great people. We are an Equal Opportunity Employer with a drugfree workplace. You can search for current job openings by location, job category, and/or keyword using the options below.

Apparel / Toys Careers Contact Us

Our people don’t only make Big Lots a great place to shop - but a great place to work. We’re looking for more people committed to delivering terrific service. Who live and breathe retailing. Who want a career with terrific opportunities, challenges and rewards. Whether you’re interested in our retail divisions, distribution and transportation services or at our corporate office, we’d like to hear from you.

Reset

Submit

Big Lots is a Fortune 500 company headquartered in Columbus, Ohio. We have more than 1,300 Big Lots Corporate Offices: 300 Phillipi Road / Columbus, Ohio 43228-5311 / Phone: (614) 278-6800

pg. 16


Truck Design

recieve more. Open your mind before your wallet hits the floor, because your to-do list will continue to grow...we’re sure! Take charge of your life. Be Smart. Shop Smart.

LOTS Shop Smart

biglots.com

There are LOTS

of things in store, if you use knowledge you’ll always recieve more. Open your mind before your wallet hits the floor, because your to-do list will continue to grow...we’re sure! Take charge of your life. Be Smart. Shop Smart.

pg. 17


Billboard

&

COMFORT

CA$H

Furniture packages start at $499. Enjoy serenity for half price. LOTS Shop Smart

www.biglots.com

pg. 18


Poster “Helping children and families one dollar at a time” B2B Connection : Big Lots, Inc. /Lots2Give joins with Cosi Science Center to give away grants to families in need in hopes of expanding the education of children. This event is held once a year at Cosi. 1520 grants are given for various amounts to participants who complete application and fulfill the requirements of the grant organization.

COS B G LOT$ Community Grants Ceremony

AUG. 19, 2009

AT COSI: 333 West Broad Street

3-6pm

Columbus, OH 43215

Need more info? 1.800.329.3927

LOTS Shop Smart

®

LOTS2GIVE pg. 19


Weekly Ad Gifts All Under $25

“FILL THE TREE WHY DON’T YA?”

FRIDAY ONLY!!!

$24.99 SALE Quick Racer Reg. $29.99 01292389

$19.99

Save your time and your money!

Ralph the dog Reg. $25.99 03892791

Shop for your child’s educational and recreational toys today... Don’t wait, these deals won’t last!

$9.99 Hot Wheels

Race Gift Pack Reg $12.99 00291848

$24.99 SALE Leap Frog

Speed Frog/Bandstand Reg. $35.99-43.99 059382791

$24.99

The

Robotico

Reg $45.99 3829109

BLACK FRIDAY SALE NOV. 29, 2009 5-11AM ONLY

$15.99 LEGO

Sport Buddies Reg. $20.99 03892791

$21.99 SALE Dora & Friends Reg. $29.99 38971789

$15.99 Cheetah Girls

Fashion Model Doll Reg. $19.99 19677198

$18.99 LEGO

Train Track Reg $22.99 00291848

It’s simple. 1. Get up Friday at the crack of dawn 2. Drive to the nearest Big Lots 3. Find ”I have to have it” name brands 4. Leave with deals and “shop smarts” 5. Repeat steps 1-5 thru Christmas day

pg. 20


Guerilla Tactic THINK BIG This would be a mega sized light bulb that seems to buldge out the side of a building. Every 20 seconds it blinks (as if an idea has occured� THINK BIG... Logo of Big Lots would be place on the side of the building, adjacent to the builb.

THINK BIG THINK SMART. SHOP SMART.

pg. 21


Project Time Sheet Project Function

Date: January 20, 2009 Project: Big Lots, Inc. Job No: 10930293

Initial Research/ Data Research

6 / 7= 13 hrs

Data gathering (body copy/imagery)

3 hrs

Creative Concept (color/influence/etc)

x

Price Point(p/hr)

=

$30 p/hr x 13 hours

Total Amt. Due

$390

$23.5 p/hr x 3 hours

$70.5

5 hrs

$18 p/hr x 5 hours

$90

Logo Development

20 hrs

$35 p/hr x 20

$700

Copy

6 hrs

$20 p/hr x 6

$120

Graphic Design

35 hrs

$35 p/hr x 35

$1.225

Layout

9 hrs

$20 p/hr x 9

$180

Typography

7 hrs

$25 p/hr x 7

$175

Total

Time

Time Spent (p/hour)

98 hours

$3,125.50

Comments: Spent most of time on extensive devlopment of the logo as

this initiates the feel and flow of the entire brand.

at Work

pg. 22


LOTS Shop Smart

®

In Conclusion. Big Lots, Inc. has always had the intentions of building consumers’ awareness of their brand, but now with our rebranding solution they can reap the benefits of changing the “economically cheap” idea people might have had to an “upgraded” scale, that they’ll want and appreciate.

Process Book - BIG LOTS, Inc.  

View this easy read PDF to see how I conceptualize my ideas from start to finish!

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