ABOUT/ Radio Shack is a tech retailer focused on providing accessible technology solutions, ranging from DIY electronics to emerging innovations like smart home devices and virtual reality. The brand caters to tech enthusiasts, hobbyists, and professionals who seek to explore, repair, and innovate using technology. With a long history in the consumer electronics space, RadioShack now aims to empower individuals by offering tools, expert guidance, and repair services that foster creativity and sustainability. The brand’s mission is to make technology approachable and empowering, helping people solve their own tech challenges while contributing to a more sustainable future.
New Radioshack
Connecting people with technology that inspires creativity, problem-solving, and progress.
- our new mission statement
started with the new mission statement, and three keywords that evolved intothree divergent visual directions.
Innovation/
While staying true to its roots, RadioShack’s future lies in embracing cutting-edge technology. The brand will focus on emerging areas such as virtual reality, smart home tech, and other forward-thinking innovations that keep pace with evolving consumer needs. Supporting Fact: The addition of 500 new tech products and the expansion into VR and smart devices positions RadioShack as a leader in offering accessible, innovative solutions
Empowerment/
RadioShack aims to empower individuals by providing the tools, resources, and expertise needed to take control of their technology. Whether through DIY repair kits, tech solutions, or educational workshops, the brand encourages users to become creators and problem-solvers, promoting confidence and independence in handling their tech needs.
Accessibility/
RadioShack promotes the repair and reuse of technology, reducing ele RadioShack’s mission is to ensure that everyone, regardless of skill level or budget, can access quality technology. By offering affordable tech tools and user-friendly solutions, the brand empowers a wide range of users to engage with technology confidently and creatively.
Innovation
“Future-Forward Thinking, Immediate Impact”
Represents the brand’s commitment to not only staying ahead of the latest technological trends but also making these advancements immediately relevant and practical for users today. It’s about creating an experience where innovation is not just a buzzword but a tangible part of everyday life. Users can enjoy technology that feels fresh, new, and ahead of the curve while also being able to integrate these tools seamlessly into their current needs, making the future accessible right now.
Empowerment
“Unleash Your Inner Creator”
Focuses on the brand’s mission to inspire individuals to explore their creative potential through hands-on learning and DIY experiences. It’s not just about providing products but offering opportunities for users to build, repair, and innovate independently. The goal is to cultivate a sense of self-reliance and confidence, where each project becomes a chance to learn new skills. This approach nurtures a community of creators who are eager to experiment, try new things, and bring their ideas to life.
Accessibility
“Tech for All, Within Reach”
Highlights the brand’s focus on ensuring that advanced technology is available and affordable for everyone, regardless of their background, technical knowledge, or financial situation. It’s about breaking down the barriers that often prevent people from engaging with new tech, making it easier for anyone to explore, learn, and benefit from cuttingedge innovations. This approach promotes inclusivity, ensuring that every individual, from beginners to seasoned tech enthusiasts, feels welcome and supported in their journey towards understanding and utilizing modern technology.
BRAND FUTURE
NEW FUTURE
[EN-01] [SE-02] [SE-03] [EV-02] [CO-01]
[EV-03]
CREATIVE ACCESS FINDING SOLUTIONS
INDIVIDUAL PROGRESS
Products
[PR-01]
Community DIY Kits
[PR-02]
Interactive Circuit Board
Services
[SE-01]
Skill Progress App
[SE-02]
Personalized Tech Mentorship
[SE-03]
Tech Repair Club
Environments
[EN-01]
Mobile Maker Van
[EN-02]
Neighborhood Tech Centers
Educations
[ED-01]
RadioShack STEM Academy
[ED-02]
Youth Tech Lab
Co-Branding
[CO-01]
Smart Living Partnership
Events
[EV-01]
Maker Challenge
[EV-02]
Tech Open House Days
[PR-01]
Community DIY Kits
Introduction: A hands-on kit designed for exploring and building simple tech devices at home.
Description: The DIY Innovation Kit provides users with the tools and materials needed to create various tech projects, from building simple circuits to creating programmable LED light displays. Each kit includes a stepby-step guide, ensuring accessibility for beginners and tech enthusiasts alike. This product emphasizes a hands-on learning experience, allowing users to grow their skills and explore the basics of electronics in a tangible, practical way.
Mission-focus: DIY Innovation Kit reinforces our mission of connecting people with technology that inspires creativity, problem-solving, and progress by providing accessible tools and guides for hands-on learning.
Differentiators: Similar to: Electronics learning kits like Snap Circuits or Kano Coding Kits.
Differentiating elements: Unlike other kits, the DIY Innovation Kit is uniquely tailored to RadioShack’s legacy of approachable tech education, providing high-quality components and clear instructions for reallife tech applications.
Links to: This product connects with the Skill Tracker App, encouraging users to track progress as they complete projects in the DIY Innovation Kit.
[PR-02]
Interactive Circuit Board
Introduction: A reusable circuit board with guided interactive features for learning and experimentation.
Description: This durable, interactive circuit board is equipped with built-in sensors, LEDs, and connection points for wires and components, allowing users to create, modify, and troubleshoot circuits in realtime. Paired with a touchscreen interface or an optional app, the board provides step-by-step instructions, live feedback on performance, and recommendations for improving designs. Ideal for classrooms, workshops, or individual use, it brings learning to life in a tactile and intuitive way.
Mission-focus: Interactive Circuit Board reinforces our mission of connecting people with technology that inspires creativity, problem-solving, and progress by providing an intuitive platform for exploring and mastering electronics through hands-on learning.
Differentiators: Similar to: Makey Makey, SparkFun Inventor Boards
Differentiating Elements: Features an interactive feedback system and reusability, eliminating the need for consumable materials or additional components.
Link to: Skill Progress App: Syncs with the board to offer additional exercises and track learning milestones.
Neighborhood Tech Centers: Perfect for group-based activities and collaborative learning environments.
[SE-01]
Skill Progress App
Introduction: A gamified app offering daily challenges to build technical knowledge.
Description: This app provides interactive, structured learning paths in electronics and coding, complete with progress tracking and rewards like badges. It encourages users to develop problem-solving skills while connecting with RadioShack products for hands-on applications.
Mission-focus: Skill Progress App reinforces our mission of connecting people with technology that inspires creativity, problem-solving, and progress by offering engaging, structured learning pathways to build technical knowledge.
Differentiators: Unlike other support lines, this hotline is education-focused, helping users learn while solving problems.
Links to: Neighborhood Tech Centers, where in-person support can supplement hotline services.
[SE-02]
RadioShack Tech Mentor Program
Introduction: ersonalized, one-on-one coaching sessions for tech learning.
Description: This program connects users with mentors for focused guidance on specific skills, such as circuit troubleshooting and device repair, encouraging mastery through personalized instruction.
Mission-focus: Personalized Tech Mentorship reinforces our mission of connecting people with technology that inspires creativity, problem-solving, and progress by providing tailored, one-on-one guidance to support skill development.
Differentiators: Unlike standard tech tutorials, the Mentor Program provides direct, personalized coaching tailored to each individual’s goals.
Differentiating elements: Similar to: MasterClass, Wyzant Differentiating Elements: Focused on practical tech skills, unlike general tutoring, it is directly connected to RadioShack’s product ecosystem.
Links to: Tech Starter Bundle, where users can practice concepts learned in their mentorship sessions.
[EN-01]
Neighborhood Tech Centers
RadioShack Community Hub
Introduction: Traveling exhibits showcasing RadioShack’s evolution in tech.
Description: These hubs transform select stores into vibrant learning environments, offering hands-on workshops, DIY stations, and group project areas. Designed to welcome individuals of all skill levels, these hubs encourage collaboration, learning, and creativity.
Mission-focus: Neighborhood Tech Centers reinforce our mission of connecting people with technology that inspires creativity, problem-solving, and progress by creating collaborative spaces for learning and hands-on innovation.
Differentiators: Similar to: Apple Genius Bars, Microsoft Community Spaces Differentiating Elements: Emphasizes collaborative learning and group projects rather than commercial sales or troubleshooting.
[EN-02]
Mobile Maker Van
Introduction: A traveling workshop offering tech experiences in underserved communities.
Description: The Mobile Maker Van brings hands-on learning opportunities directly to neighborhoods. Equipped with tools and materials for workshops, it allows participants to explore electronics, coding, and DIY projects in an inclusive, on-the-go environment.
Mission-focus: Mobile Maker Van reinforces our mission of connecting people with technology that inspires creativity, problem-solving, and progress by bringing workshops and interactive tech experiences directly to underserved communities.
Differentiators: Similar to: Polaroid’s Retro Concept Stores, LEGO’s Nostalgia-themed Play Stores
Differentiating elements: Combines RadioShack’s vintage style with handson experiences, uniquely blending brand heritage and modern product engagement.
Links to:Iconic Retro Gadgets: Showcases reboots alongside originals for a direct pastmeets-present experience. Heritage Pop-Up Exhibits: Hosts rotating displays to further connect visitors with RadioShack’s history.
[EV-01]
Maker Challenge
Introduction: A quarterly competition that invites tech enthusiasts to showcase their skills.
Description: The Maker Challenge is a quarterly event where participants create unique tech projects using RadioShack kits and tools. Open to all skill levels, the challenge encourages creativity and handson learning, with winners receiving store credit and having their projects showcased on RadioShack’s platforms. It’s an opportunity to connect with the community, celebrate innovation, and inspire others through shared tech experiences.
Mission-focus: Maker Challenge reinforces our mission of connecting people with technology that inspires creativity, problem-solving, and progress by providing a platform to showcase and enhance participants’ technical creativity.
Differentiators: Similar to: Instructables Contests, Tinkercad Competitions
Differentiating Elements: Focused on RadioShack products, with an emphasis on practical applications and community sharing.
Differentiating elements: Similar to: Instructables Contests, Tinkercad Competitions
Differentiating Elements: Focused on RadioShack products, with an emphasis on practical applications and community sharing.
Links to: DIY Innovation Kit: Participants can use this kit as a foundation for their Maker
[EV-02]
Tech Open House Days
RadioShack Tech Open House Days
Introduction: Community event offering free tech support, demos, and hands-on workshops.
Description: Tech Open House Days invite the community to explore RadioShack’s offerings through free tech support, live demonstrations, and introductory workshops. Open to all ages and skill levels, these events provide an opportunity for participants to learn, ask questions, and try out products in a welcoming setting. From hands-on DIY activities to consultations on personal tech issues, Open House Days make RadioShack a go-to community resource for accessible technology.
Mission-focus: Tech Open House Days reinforce our mission of connecting people with technology that inspires creativity, problem-solving, and progress by offering free workshops and demonstrations to foster community engagement with technology.
Differentiators: Similar to: Apple’s Today at Apple, Best Buy’s Geek Squad events
Differentiating Elements: Prioritizes inclusivity and community involvement, combining tech support with DIY activities to encourage hands-on learning.
Links to: Community Support Hotline: Extends support in-person for users needing guidance.
Neighborhood Tech Centers: These centers serve as ideal locations for hosting the Open House events.
[SE-03]
Tech Repair Club
Introduction: A subscription-based service offering repair workshops and expert consultations.
Description: The Tech Repair Club provides members with access to monthly repair workshops, live Q&A sessions with experts, and discounted rates on repair tools and components. Designed to empower users with problem-solving skills, the club helps members fix their devices and build confidence in tackling technical challenges.
Mission-focus: Tech Repair Club reinforces our mission of connecting people with technology that inspires creativity, problem-solving, and progress by fostering a community where users can learn repair skills and solve real-world tech issues.
Differentiators: Similar to: Geek Squad Membership, iFixit Community
Differentiating Elements: Unlike other services, the focus is on hands-on learning and repair rather than just providing solutions, empowering users with lifelong skills.
Links to:
Neighborhood Tech Centers: Hosts inperson workshops for club members. DIY Innovation Kit: Provides additional resources for at-home repairs.
[ED-01]
RadioShack STEM Academy
Introduction: Structured programs for certification in electronics and tech skills.
Description: The STEM Academy offers beginner-to-advanced courses in electronics, coding, and hardware repair. Students receive certifications upon completing modules, ensuring skill development that’s practical and recognized.
Mission-focus: RadioShack STEM Academy reinforces our mission of connecting people with technology that inspires creativity, problem-solving, and progress by offering structured programs to develop foundational STEM skills and knowledge.
Differentiators: Similar to: MIT Hackathons, TechCrunch Disrupt Hackathons
Differentiating Elements: Unlike general hackathons, this event is accessible to all skill levels and emphasizes practical solutions using RadioShack products, connecting innovation directly to RadioShack’s brand and community..
Links to: Skill Progress App: Supports participants in building the skills they need for the Hackathon.
Neighborhood Tech Centers: Serves as potential venues for local Hackathon events, fostering community involvement.
[ED-02]
Youth Tech Lab
RadioShack Youth Tech Lab
Introduction: A hands-on learning lab designed to introduce youth to technology and electronics.
Description:The Youth Tech Lab is a dedicated space where young learners can dive into the world of electronics through interactive, project-based learning. With access to beginner-friendly tools and guided workshops, participants can explore topics like basic circuitry, coding, and DIY projects in a supportive environment. Led by experienced instructors, the lab encourages curiosity and builds foundational tech skills, making technology approachable and engaging for the next generation.
Mission-focus: Youth Tech Lab reinforces our mission of connecting people with technology that inspires creativity, problem-solving, and progress by creating engaging and interactive experiences to spark curiosity in young learners.
Differentiators: Similar to: FIRST Robotics programs, Apple’s Swift Playgrounds
Differentiating Elements: Unlike general youth programs, the Youth Tech Lab is focused on RadioShack products and electronics, providing hands-on experiences that align with the brand’s tech expertise.
Links to: School Outreach Program: The Youth Tech Lab can partner with schools to offer additional resources and learning opportunities.
Workshop Series: Youth Tech Lab can offer
[CO-01]
Smart Living Partnership
RadioShack x Smart Home Essentials
Introduction: A co-branded line of affordable, easy-to-install smart home devices.
Description: This partnership focuses on creating a line of smart home devices, such as Wi-Fi-enabled light switches, smart outlets, and motion sensors, designed for beginners. The devices are pre-configured for seamless setup and include tutorials through the Skill Progress App, making smart technology accessible to a wider audience.
Mission-focus: Smart Living Partnership reinforces our mission of connecting people with technology that inspires creativity, problem-solving, and progress by integrating smart home solutions into everyday life in an approachable way.
Differentiators: Similar to: Philips Hue, Amazon Smart Devices
Differentiating Elements: Focuses on affordability, ease of use, and integration with RadioShack’s DIY and educational ecosystem.
Links to: Skill Progress App: Includes tutorials for setting up and customizing smart devices. Maker Challenge: Encourages users to develop creative applications using the smart home tools.
DIY Innovation Kit
Introduction: A hands-on kit designed for exploring and building simple tech devices at home.
Description: The DIY Innovation Kit provides users with the tools and materials needed to create various tech projects, from building simple circuits to creating programmable LED light displays. Each kit includes a step-by-step guide, ensuring accessibility for beginners and tech enthusiasts alike. This product emphasizes a hands-on learning experience, allowing users to grow their skills and explore the basics of electronics in a tangible, practical way.
Mission-focus: DIY Innovation Kit reinforces our mission of connecting people with technology that inspires creativity, problem-solving, and progress by providing accessible tools and guides for hands-on learning.
Differentiators: Similar to: Electronics learning kits like Snap Circuits or Kano Coding Kits.
Differentiating elements: Unlike other kits, the DIY Innovation Kit is uniquely tailored to RadioShack’s legacy of approachable tech education, providing highquality components and clear instructions for real-life tech applications.
Links to: This product connects with the Skill Tracker App, encouraging users to track progress as they complete projects in the DIY Innovation Kit.
Interactive Circuit Board
Introduction: A reusable circuit board with guided interactive features for learning and experimentation.
Description: This durable, interactive circuit board is equipped with built-in sensors, LEDs, and connection points for wires and components, allowing users to create, modify, and troubleshoot circuits in real-time. Paired with a touchscreen interface or an optional app, the board provides step-by-step instructions, live feedback on performance, and recommendations for improving designs. Ideal for classrooms, workshops, or individual use, it brings learning to life in a tactile and intuitive way.
Mission-focus: Interactive Circuit Board reinforces our mission of connecting people with technology that inspires creativity, problem-solving, and progress by providing an intuitive platform for exploring and mastering electronics through hands-on learning.
Similar to: Makey Makey, SparkFun Inventor Boards
Differentiating elements: Features an interactive feedback system and reusability, eliminating the need for consumable materials or additional components.
Links to: Skill Progress App: Syncs with the board to offer additional exercises and track learning milestones. Neighborhood Tech Centers: Perfect for group-based activities and collaborative learning environments.
Skill Progress App
Introduction: A gamified app offering daily challenges to build technical knowledge.
Description: This app provides interactive, structured learning paths in electronics and coding, complete with progress tracking and rewards like badges. It encourages users to develop problem-solving skills while connecting with RadioShack products for handson applications.
Mission-focus: Skill Progress App reinforces our mission of connecting people with technology that inspires creativity, problem-solving, and progress by offering engaging, structured learning pathways to build technical knowledge.
Differentiators: Unlike other support lines, this hotline is education-focused, helping users learn while solving problems.
Links to: Neighborhood Tech Centers, where in-person support can supplement hotline services.
[SE-02]
RadioShack Tech Mentor Program
Introduction: personalized, one-on-one coaching sessions for tech learning.
Description: This program connects users with mentors for focused guidance on specific skills, such as circuit troubleshooting and device repair, encouraging mastery through personalized instruction.
Mission-focus: Personalized Tech Mentorship reinforces our mission of connecting people with technology that inspires creativity, problem-solving, and progress by providing tailored, one-on-one guidance to support skill development.
Differentiators: Unlike standard tech tutorials, the Mentor Program provides direct, personalized coaching tailored to each individual’s goals.
Differentiating elements: Similar to: MasterClass, Differentiating Elements: Focused on practical tech skills, unlike general tutoring, it is directly connected to RadioShack’s product ecosystem.
Links to: Tech Starter Bundle, where users can practice concepts learned in their mentorship sessions.
RadioShack Community Hub
Introduction: Traveling exhibits showcasing RadioShack’s evolution in tech.
Description: These hubs transform select stores into vibrant learning environments, offering handson workshops, DIY stations, and group project areas. Designed to welcome individuals of all skill levels, these hubs encourage collaboration, learning, and creativity.
Mission-focus: Neighborhood Tech Centers reinforce our mission of connecting people with technology that inspires creativity, problem-solving, and progress by creating collaborative spaces for learning and hands-on innovation.
Similar to: Apple Genius Bars, Microsoft Community Spaces
Differentiating Elements: Emphasizes collaborative learning and group projects rather than commercial sales or troubleshooting.
Mobile Maker Van
Introduction: A traveling workshop offering tech experiences in underserved communities.
Description: The Mobile Maker Van brings handson learning opportunities directly to neighborhoods. Equipped with tools and materials for workshops, it allows participants to explore electronics, coding, and DIY projects in an inclusive, on-the-go environment.
Mission-focus: Mobile Maker Van reinforces our mission of connecting people with technology that inspires creativity, problem-solving, and progress by bringing workshops and interactive tech experiences directly to underserved communities.
Differentiators: Similar to: Polaroid’s Retro Concept Stores, LEGO’s Nostalgia-themed Play Stores
Differentiating elements: Combines RadioShack’s vintage style with hands-on experiences, uniquely blending brand heritage and modern product engagement.
Links to: Iconic Retro Gadgets: Showcases reboots alongside originals for a direct past-meets-present experience.
Heritage Pop-Up Exhibits: Hosts rotating displays to further connect visitors with RadioShack’s history.
Maker Challenga
Introduction: A quarterly competition that invites tech enthusiasts to showcase their skills.
Description: A quarterly competition that invites tech enthusiasts to showcase their skills.
Mission-focus: Maker Challenge reinforces our mission of connecting people with technology that inspires creativity, problem-solving, and progress by providing a platform to showcase and enhance participants’ technical creativity.
Similar to: Instructables Contests, Tinkercad Competitions
Differentiating Elements: Focused on RadioShack products, with an emphasis on practical applications and community sharing.
Links to: DIY Innovation Kit: Participants can use this kit as a foundation for their Maker Challenge projects. Skill Progress App: Supports users in skill-building as they prepare for the challenge.
[EN-02]
Tech Open House Days
Introduction: Community event offering free tech support, demos, and hands-on workshops.
Description: Tech Open House Days invite the community to explore RadioShack’s offerings through free tech support, live demonstrations, and introductory workshops. Open to all ages and skill levels, these events provide an opportunity for participants to learn, ask questions, and try out products in a welcoming setting. From hands-on DIY activities to consultations on personal tech issues, Open House Days make RadioShack a go-to community resource for accessible technology.
Mission-focus: Tech Open House Days reinforce our mission of connecting people with technology that inspires creativity, problem-solving, and progress by offering free workshops and demonstrations to foster community engagement with technology.
Similar to: Apple’s Today at Apple, Best Buy’s Geek Squad events
Differentiating Elements: Prioritizes inclusivity and community involvement, combining tech support with DIY activities to encourage hands-on learning.
Links to: Community Support Hotline: Extends support in-person for users needing guidance. Neighborhood Tech Centers: These centers serve as ideal locations for hosting the Open House events.
Tech Repair Club
Introduction: A subscription-based service offering repair workshops and expert consultations.
Description: The Tech Repair Club provides members with access to monthly repair workshops, live Q&A sessions with experts, and discounted rates on repair tools and components. Designed to empower users with problem-solving skills, the club helps members fix their devices and build confidence in tackling technical challenges.
Mission-focus: Tech Repair Club reinforces our mission of connecting people with technology that inspires creativity, problem-solving, and progress by fostering a community where users can learn repair skills and solve real-world tech issues.
Similar to: Geek Squad Membership, iFixit Community
Differentiating Elements: Unlike other services, the focus is on hands-on learning and repair rather than just providing solutions, empowering users with lifelong skills.
Links to: Neighborhood Tech Centers: Hosts in-person workshops for club members.
DIY Innovation Kit: Provides additional resources for athome repairs.
RadioShack STEM Academy
Introduction: Structured programs for certification in electronics and tech skills.
Description: The STEM Academy offers beginner-toadvanced courses in electronics, coding, and hardware repair. Students receive certifications upon completing modules, ensuring skill development that’s practical and recognized.
Mission-focus: RadioShack STEM Academy reinforces our mission of connecting people with technology that inspires creativity, problem-solving, and progress by offering structured programs to develop foundational STEM skills and knowledge.
Similar to: MIT Hackathons, TechCrunch Disrupt Hackathons
Differentiating Elements: Unlike general hackathons, this event is accessible to all skill levels and emphasizes practical solutions using RadioShack products, connecting innovation directly to RadioShack’s brand and community..
Links to: Skill Progress App: Supports participants in building the skills they need for the Hackathon.
Neighborhood Tech Centers: Serves as potential venues for local Hackathon events, fostering community involvement.
Youth Tech Lab
Introduction: A hands-on learning lab designed to introduce youth to technology and electronics.
Description: The Youth Tech Lab is a dedicated space where young learners can dive into the world of electronics through interactive, project-based learning. With access to beginner-friendly tools and guided workshops, participants can explore topics like basic circuitry, coding, and DIY projects in a supportive environment. Led by experienced instructors, the lab encourages curiosity and builds foundational tech skills, making technology approachable and engaging for the next generation.
Mission-focus: Youth Tech Lab reinforces our mission of connecting people with technology that inspires creativity, problem-solving, and progress by creating engaging and interactive experiences to spark curiosity in young learners.
Similar to: FIRST Robotics programs, Apple’s Swift Playgrounds
Differentiating Elements: Unlike general youth programs, the Youth Tech Lab is focused on RadioShack products and electronics, providing hands-on experiences that align with the brand’s tech expertise.
Links to: School Outreach Program: The Youth Tech Lab can partner with schools to offer additional resources and learning opportunities. Workshop Series: Youth Tech Lab can offer
Smart Living Partnership
Introduction: A co-branded line of affordable, easy-toinstall smart home devices.
Description: An innovative initiative that focuses on enhancing everyday living through the integration of cutting-edge technology and sustainable practices. It aims to bridge the gap between modern technology, urban development, and individual lifestyles, creating a future where convenience, efficiency, and environmental consciousness coexist.
Mission-focus: Smart Living Partnership reinforces our mission of connecting people with technology that inspires creativity, problem-solving, and progress by integrating smart home solutions into everyday life in an approachable way.
Similar to: Philips Hue, Amazon Smart Devices
Differentiating Elements: Focuses on affordability, ease of use, and integration with RadioShack’s DIY and educational ecosystem.
Links to: Skill Progress App: Includes tutorials for setting up and customizing smart devices. Maker Challenge: Encourages users to develop creative applications using the smart home tools.
