We created quantitative surveys, customer intercepts, and online bulletin boards to uncover customer perceptions. For example, we conducted online bulletin boards (similar to Reddit) in which we knew students would be more comfortable participating instead of classic focus groups. We also used similar research techniques, such as direct and indirect questions and activities, to unearth surface-level and hidden (subconscious) drivers. Gaps our research discovered include: - The opportunity to have students shop out of desire and not just necessity - The opportunity to better identify the many print and retial locations across campus - The opportunity to share a store experience / tell a story likely to resonate with students

The formerly known “Retail Services” underwent several workshops to discover a unique differentiator on which a new brand personality could be crafted, share its new message, and, ultimately, position the department for success. Workshops also explored the hierarchy of the store offerings, such as new names, products, and identities for each store.

Using the newfound brand differentiator, personality, and identities, we began breathing life into the brand. We worked closely with P+RS teams to create a new e-commerce website, which presented new online opportunities like student card payments, department charge payments, and loyalty rewards, among other modern functionalities. To ensure project aesthetics were in line with its logistics, we established lifestyle photography shoots that created much of the website and marketing materials. Simultaneously, we designed the “W Store” to be the flagship print and retail services location. Aimed at building community, the “W Store” showcases a multi-purpose area that can transform into a stage, co-working space, and pop-up shop. Construction is set to begin in 2020, but “W Store” aspects have already incorporated into the existing store. Lastly, we worked closely to launch the new “W Store” and new “W Print” locations. This marketing campaign included promotional videos, a social media overhaul, and new marketing collateral pieces, such as uniforms and newly designed in-store products.