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We knowcreatives. creatives. We know


“We’re Christians, and we run our business on Christian principles.”      David Green, Founder and CEO of Hobby Lobby Stores, Inc.


NEEDLE WORK

1.0

PROJECT INTRODUCTION

1.1 1.2

Rebranding Hobby Lobby Mission Statement & Campaign Vision

2.0

BRAND RESEARCH

2.1 2.2 2.3 2.4 2.5 2.6

Paper Abstract Research Paper Brand Attributes, Demographics & Target Market Brand Benefits & Unique Selling Position SWOT Analysis Style Boards

3.0

BRAND DEVELOPMENT

3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9

Brand Logotype & Logomark Identity System Minimum Height & Clear Space Improper Use of Logo Color Typography Brand Voice Brand Imagery Textures

4.0

DESIGN SOLUTION

4.1

Print Ads

4.2 4.3 4.4 4.5 4.6 4.7

External Branding Internal Branding Sitemap & Website (seasonal banner ads) Social Media Mobile Apps User Personas

5.0

REFERENCES


ARTS

1.0

PROJECT INTRODUCTION

1.1 1.2

Rebranding Hobby Lobby Mission Statement & Campaign Vision


1.1

Rebranding Hobby lobby By re-defining Hobby Lobby Stores, Inc. brand image, re-designing the brand’s current in-store and online shopping experience, re-branding the current social networking tools and presenting new technological trends as means for marketing and communicating with current and potential consumers, Hobby Lobby Stores, Inc. will increase sales and become the largest craft, hobby and unique lifestyle supplier in the nation within the next five years.


1.2

Mission Statement & Campaign Vision

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reinforce the brand’s tenure

promote awareness of the thirteen unique departments

and experience in the

offered in-store and online which

crafting community through

include: scrapbooking, greeting cards,

social networking tools

party planning, seasonal merchandise, floral, fabric, home accents, needlework, framing, arts, hobbies, wearable art and jewelry making

increase in-store & online shopping revenue by adding value to it’s

gain respect as being more than just an arts and crafts store in the consumer market

consumer’s loyalty and shopping experience


PAPER CRAFTING


2.0

BRAND RESEARCH

2.1 2.2 2.3 2.4

Paper Abstract & Research Paper Brand Demographics & Target Market Brand Benefits & Unique Selling Position SWOT Analysis Style Boards


2.1

Paper Abstract & Research Paper

The world is full of so many personalities, lifestyles and experiences. Humanity is enriched from being inspired by everything it touches. Hobby Lobby, one of the nation’s top arts and crafts stores, caters to creative minds and everyday people alike. Today, Hobby Lobby wants to not only be number one in a market which shares profits of $16 billion, but also known as being more than just an art and crafts retailer. The company, which started in a humble 300 square foot store, now has more than 500 stores that hold more than 60,000 items to offer consumers across the country. Hobby Lobby stands on a strong core of values, takes pride in helping the community and in the way they do business. Increasing consumer awareness by highlighting and exploiting the shopping experiences the Hobby Lobby brand has to offer will ensure results immediately. This project explores how rebranding the company to appeal to a broader, modern and current market will skyrocket sales and consumer loyalty.

Introduction Albert Einstein once said “True art is characterized by

campaign will bring awareness to its thirteen unique departments, spacious stores, pleasant in-store and

an irresistible urge in the creative artist.” Hobby Lobby

on-line shopping experiences and a knowledgeable

Stores, Inc. started nurturing creative minds August

staff to place it at the forefront of its competition.

3, 1972 in North Oklahoma City with only 300 square

First, by answering how re-defining Hobby Lobby’s

feet of retail space. Today, Hobby Lobby Stores, Inc.

brand image by introducing a new tagline or slogan

operates over 502 stores in 41 states across the United

for the brand will help influence consumers’ buying

States. Currently, Hobby Lobby Stores, Inc. ranks third

behavior by evoking an emotional response (Wheeler,

in the craft and fabric retail industry. The question

2009). Second, highlighting the strategy to re-brand

being examined in this paper is why is the brand, which

in-store and online shopping experiences to increase

offers the widest variety of crafting and other unique

sales from both commerce opportunities by observing

lifestyle supplies in one location and clearly has the

in-store and external marketing. Lastly, the project

sure advantage over its competitors, ranks number

will examine re-branding opportunities in current

three amongst its competitors. The project will

social networking tools and present new technological

explain how a new Hobby Lobby Stores, Inc. branding

trends as means for marketing and communicating


Nurturing creativity in all areas, including literature and interactive blogs, is an active way to encourage the consumer to create more and to return to the stores to fulfill all their shopping needs. with current and potential consumers. As a result, Hobby

Hobby Lobby is known for being a large crafting store.

Lobby Stores, Inc. will increase sales and become the largest

Currently there is a big push to become known for being

craft, hobby and unique lifestyle supplier in the nation within

more than “just an arts and crafts store” which is even

the next five years.

stated on the company brand description online (“Hobby

Organization Across the board, Hobby Lobby Stores, Inc. creates a solid foundation for the company by providing loyal core attitudes internally. In its mission statement, the company vows to serve its employees and their families by establishing a work environment and company policies that build character, strengthen individuals

Lobby: Our Company,” 2012). To build strong consumer awareness of the company’s thirteen unique departments which include scrapbooking, greeting cards, party planning, seasonal merchandise, floral, fabric, home accents,

and nurture families. Any customer that has ever

needlework,

visited the stores or attempted to on a Sunday

framing, arts,

afternoon is familiar with the core religious values

wearable art and

the company upholds. Hobby Lobby Stores, Inc. has

jewelry making

a strong religious core that is reflective in its day-

will require time,

to-day business operations and the brand’s mission. Displayed in every store’s window are store hours, which include “Closed Sundays to Allow Employees time for family and worship” (“Hobby lobby: Our Company,” 2012). By providing a return on the owners’ investment, sharing

research and effective marketing. In addition to the plethora of departments, large selections of crafting

the Lord’s blessings with employees, and investing in the

magazines and books are available for purchase in-store

community stores have multiplied across the nation over

and online. Instructional classes for cake decorating and

the years and there is no trace of this trend stopping any

other exciting crafting trades are also available in-store.

time soon.

As a resource online, the company also added an online

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shopping experience, which includes an online blog

bigger store and selection, exhibiting to consumers

and craft idea program called Project: Inspiration™.

a more enjoyable shopping experience and better

Nurturing creativity in all areas, including literature and

variety of products. The store’s personnel physically

interactive blogs, is an active way to encourage the

hand counts inventory on the shelves every week.

consumer to create more and to return to the stores to fulfill all their shopping needs. Unlike its competitors, Michaels and Joann Art and

As a result, when less than half of a basic stock is available, more is ordered and therefore the stores always have what the consumer came to shop for

Fabric stores, Hobby Lobby Stores carry merchandise

available and employees are more knowledgeable

imported from many European and Asian countries,

about the products and better prepared to field

providing consumers items not widely available in the

customer questions. With so much to offer

United States. Compared to the shopping experience

consumers and a strong company foundation, the

Michaelws stores offer, with only 37,000 basic items

question now becomes how does Hobby Lobby

and average 18,300 square feet of selling space, the

secure the top spot in a market saturated with a Do-

number one crafting store in the nation is trumped

It-Yourself trends highlighted in TV shows, magazines

by Hobby Lobby which carries over 60,000 items and

and social media? In a world with everything at the

in some cases in stores as big as 50,308 square feet

consumer’s fingertips, the job of the company is to

(“Hobby Lobby,” 2012; Koslow, 2012; “Michaels Crafty,”

convince the consumer of what they want.

2012). Effortlessly, Hobby Lobby Stores, Inc. has a

Rebrand Strategy By taking a well-researched look at the company as a whole internally and externally and discovering a great tagline that captures the essence of the company will distinguish Hobby Lobby Stores, Inc. from its competitors (Wheeler, 2006). The slogan will be powerful, short and concise. The least amount of words used will make it the easier for the consumer to remember and have a greater impact (“The importance of,” ). Keeping this rule in mind will help eliminate words and phrases that will not work in this particular medium. Slogans taking up a whole sentence to convey a brand are less effective than a slogan with just three words, evident by some of the most popular slogans today that have stood the test of time (“The importance of,” ). After finding the best tagline for the company, the next task will be to saturate the right markets in media and popular cultures to gain exposure and reinforce the company’s message (Wheeler 2006).

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Hobby Lobby offers over 60,000 items in the company’s 522 stores and online as well. According to the 2010 United States Census, in 2010 Americans spent approximately $16 billion in stores on hobby and creative trades (“United states census,”). All online shopping sales exceeded $186 billion from American consumers alone (“Online shopping statistics,” ). With such a

With such a huge consumer market to tap into, the possibilities of growth are innumerable.

huge consumer market to tap into, the possibilities of growth are innumerable. Currently, Hobby Lobby offers wholesome, clean and sterile shopping experiences. The walls, shelves and floors are all calming tones of creams and off-white colors. Online the main color used as a backdrop to display item is a very faint gray. Most of the colors expressed within both shopping experiences come from the products being offered. Prices are displayed on the actual product; which gives the items the opportunity to breathe on the shelves instead of visually distracting consumers by first having to

IN-STORE SHOPPING

ONLINE SHOPPING

INTERACTIVE APP

read prices then look at the actual item, like its competitors. Signs throughout the store are all very consistent, red and white formats with black bold writing; which offer concise and prominent sales item information. However, during the rebranding process, the shopping experience must be rebranded because it is the major piece in meshing the new essence presented to consumer and within the brand. Creating the Hobby Lobby brand vision as being a place where creativity lives and delivering on that promise will ensure consumer loyalty. The current Hobby Lobby logo is a typographic solution created with a sans serif bold typeface in a bright orange and outlined royal blue colors. In color theory, the color orange stimulates enthusiasm and creativity. Orange combines

INTERACTIVE BLOG

SOCIAL MEDIA

BRAND AWARENESS


the energy of red and the happiness of yellow

and serif fonts currently used for signage and body

and is associated with joy, sunshine, success,

copy, so that modern elements from the logo will

encouragement, and stimulation (“Color

be reflected throughout the company branding.

meaning,” ). The complimenting color blue, is often

Papyrus and serif fonts are too stiff and convey

associated with depth and stability and symbolizes

a less modern personality. The new ad campaign

trust, loyalty, wisdom, confidence, intelligence,

will use the same typographic and color treatment

faith and truth (“Color meaning,” ). Both colors

when designing weekly in-store signage, billboards

are true to the mission and essence of the Hobby

and advertisements to facilitate recognition and

Lobby brand. However, a new plan to rebrand the

build brand equity (Wheeler, 2006). The current

logo with a script font called KG Seven Sixteen by

orange and blue color scheme for the logo will be

Kimberly Geswein will liven the company’s brand

used for the new logo, so that current customers

image and add a dose of personality reflective of

will have some core reference to the Hobby Lobby

it’s consumers. The curves and rhythm of the font

brand they are familiar with. Additional colors will

will bring fun and feel more personal rather than

be introduced throughout print and digital medias

corporate. As a result the plan is to make both

that reflect a bright personality for example, pinks,

colors the most prominent colors used with both

oranges, yellows and neon colors.

shopping experiences in signage, mobile and online formats. Research has shown that 60% percent of

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Presently, Hobby Lobby offers consumers spacious stores, variety and great prices. With the new brand campaign in place, the first moment

the decision to buy a product is based on color

Hobby Lobby consumers walk to the door,

(Wheeler, 2006). Therefore, allowing the products

downloads the mobile application or visits the

offered to create color on the shelves and in the

hobbylobby.com website, the new signage, brand

online market is the right choice because the

collateral, in-store and online ads and cell phone

items live on the shelf and grants the consumer

apps will implement happier, brighter signage and

the opportunity to see the actual products and

will ultimately will encourage a more cohesive

compare. Color, stimulates brand association and

brand message and provide a more enjoyable

accelerates differentiation (Wheeler, 2006). Clean

consumer experience. Aligning merchandising

and modern sans serif fonts, resembling Din and

strategies with displays, advertising, and

Helvetica, will replace the current Papyrus font

sales strategies can create an experience and


environment that makes it easy for customers to buy, and that inspire them to come back again and again (Wheeler, 2006). Imagery of young adults creating vibrant crafts from the products found in Hobby Lobby stores, parents encouraging the little creative minds they find in their children and women looking to spruce up dinner parties will be the core references to the brand throughout all marketing campaigns. The campaign will set the tone that there is something magical and creative for everyone to discover in every Hobby Lobby store, no matter what age or financial background. Ads with bold, confident and creative statements that call for action will generate a buzz and a social movement to get up and do something creative. Statistics show that of the 6.8 billion people on the planet, 5.1 billion of them own a cell phone (Hopkins, 2011). Considering this staggering number, one has to take into account the impact that mobile technology has over the 75% of the people on the planet, in society and in culture. Consumers connect in a society ruled by social media (“What consumers want,” 2011). With that said, it is imperative that Hobby Lobby has a commanding and integral presence within social media tools. Providing a shopping experience, which integrates in-store locations and online shopping experiences, will connect the consumer and Hobby Lobby in a more interactive and rewarding way. Capturing the essence of Hobby Lobby by proving to consumers that the company is simply a whimsical and creative reflection of their ideas will build a brand that its competitors will envy.

Conclusion For Hobby Lobby, becoming the number one crafting store in the country should not just be a goal; it should be a requirement. The sole purpose for this project is to show that being number one is possible and within reach. Sure the competition can offer some of the same products, but the competition does not have 13 departments. The competition does not acquire and count by hand over 60,000 items from all over the country and the world. The competition does not have the capabilities to stand up against Hobby Lobby, which is the rightful owner of the number one position in today’s creative market. Hobby Lobby has the advantage over its competitors, but now it is time to be recognized for its superior position. Consumers today want companies to tell them where to shop and cater to their shopping experience when they are loyal. Hobby Lobby offers spacious stores, a plethora of departments and a variety of products to choose from at a great savings. Rebranding the company, while staying true to the very essence the foundation of this great corporation was founded on, will be no easy task. However, capturing the personality of an awesome American brand and highlighting its traits in a growing creative market will make for an awarding journey. Utilizing new branding tools and showcasing the brand through the great technological advances social media offers, will indeed benefit Hobby Lobby’s brand and reputation. Within the next five years, Hobby Lobby will be number one in a market waiting to be challenged. With a new look and a confident brand Hobby Lobby will blow its competition out of the ring.


2.2

Brand Demographics, Target Market Men, women, children and seniors who have a creative need for crafts, home decor, seasonal holiday supplies, fabric, toys and hobbies with everything they need to do a project

Enjoys being creative Located in city or town with a Hobby Lobby Store Household income of $30,000+

18

RG

Enjoys crafting

TA

WOMEN | AGES 21-50

ET MARKE

T

under one roof. (“Hobby lobby stores,,� )


GRAPHICS

CHILDREN | AGES 10-15 Enjoys crafting

MO

Enjoys being creative

DE

Located in city or town with a Hobby Lobby Store

D

O EM

GRAPHIC

S

MEN | AGES 24-35 Father Enjoys being creative Located in city or town with a Hobby Lobby Store Household income of $30,000+


2.3

Brand Benefits & Unique Selling Position Upturis maios que cupid mi, esciminusae quatiat ut velitam, quibus alitas as eiuntemqui cumquae expernam velessequam sendia dolorro dus estia ipsam, simus ducil mos es et que sitae. Pere alit molum eate rehenim et, officaecto entem quunt re volorerio bernatur alicim

FEAT

URE

#1

FEATURE #2

#3 FEATURE

Merchandise imported from from many European and Asian countries

Bigger store and selection

Store personnel counts goods every week; when less than half of a basic stock is available, more is ordered

Hobby Lobby Store, Inc. is striving to become the #1 craft and fabric retailer in the country. In order to attain this, the brand must capitalize the opportunity to exploit the brand’s:

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Offers consumers items not widely available in the United States

#1 T I F E BEN

More enjoyable shopping experience and better variety of products

BENEFIT #1

Employees are more knowledgeable about their product offerings and better prepared to field customer questions

BENEFIT #1

Spaceouis stores and paying close attention to the overall ambience, including lighting and background music Pleasant shopping experience, in-store and on-line Huge selection of a variety of products Knowledgeable staff Inventory always in-stock


2.4

SWOT ANALYSIS & MOOD BOARD By re-defining Hobby Lobby Stores, Inc. brand image, re-designing the brand’s current in-store and online shopping experience, re-branding the current social networking tools and presenting new technological trends as means for marketing and communicating with current and potential consumers, Hobby Lobby Stores, Inc. will increase sales and become the largest craft, hobby and unique lif estyle supplier in the nation within the next five years.

STRENGTHS

WEAKNESS

• Over 60,000 products in store • Lower prices than competition • Offers widest variety of crafting and other unique lifestyle supplies in one location • Products from Europe and Asia, items not widely available in the United States • Knowledgeable staff

• large store can be overwhelming • items are sometimes difficult to locate in-store • lines are long due to lack of barcode scanning technology • online shopping experience is dim compared to online competition

OPPORTUNITIES • D-I-Y trend • Pinterest movement • Social media movement • Consumer loyalty program • Online blogs with contests and promotions • High volume of holiday decor production • Sms promotion trend

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THREATS • Competition offers similar and cheaper products • Competition offers better product variety • Brand’s reach only penetrates the arts and crafts community • Consumers become impatient with lack of technology to operate store • Marketing campaign fails to reach consumers • People become uninspired by their own


“Not just an arts and crafts store.” Hobby Lobby, Inc. Brand Statement

JEWELRY

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FRAMING

3.0

BRAND DEVELOPMENT

3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8

Brand Logotype & Logomark Minimum Height & Clear Space Identity System Improper Use of Logo Color Typography Brand Voice Brand Imagery


Brand Logotype & Logomark The Hobby Lobby brand now has a strong, updated and personable logo that reflects the personality of the consumer base the company caters to.

Primary Icon

Primary Logo II 速

Primary Logo I

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1X

®

1X

®

1X 1X

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To continue to preserve the Hobby Lobby brand equity, adhering to specific logo use and placement guidelines are mandatory. Placing the “o” letter form as a guide to placement of the icon and Hobby Lobby logo together will help ensure accuracy and consistency. The logo should never be stretched or manipulated in any way.

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2013 STYLING GUIDE 2013 STYLING GUIDE

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Hobby Lobby Style Guide Cont'd  

Hobby Lobby Style Guide

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