WATSON’S

BRAND IDENTITY | EGD | RETAIL EXPERIENCE | DIGITAL | SIGNAGE & WAYFINDING
Brand identity and integrated retail design package for Watson’s rebrand and showroom expansion.
A family-owned business, Watson’s has been a fixture in Cincinnati for over half a century. From humble beginnings, their focus on selection, service, and savings has transformed them into one of the world’s largest specialty retailers of home goods. Watson’s mission is to help its customers experience life’s best moments in the comfort of their homes. From backyard hot tubs that enhance health and wellness to basement rec rooms for hosting hours of family fun, Watson’s provides a vast selection of products to improve the quality and enjoyment of life.
Wayfinding directory and large, split-flap feature greet visitors at entry of Watson's. In background, home good displays are arranged.
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A large-scale, custom, split-flap feature immediately greets shoppers on entry. This welcome feature sets the tone for everything Watson’s sells, representing meaningful connections with friends, family, nature, and yourself!
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A hexagon-shaped screen plays a video of spa jets above a showroom of spas. Hexagons of a spa icon, wood texture, and red lightbox reading "SPAS" hang around the screen. At right, a large graphic of a couple in a spa acts as a backdrop to spas.
Left, digital banner acts as hanging vertical display over showroom. Display has purple ad content. Right, a dark grey wall displays shelves of grilling accessories. White hexagons and text sit above shelves.
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Inspired by the hexagon patterns of the new brand, we designed a custom iconography suite for Watson’s. The library of characters allows us to explore the fun side of the brand, being used in static compositions as well as animated content.
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Hexagonal wayfinding hangs from the ceiling above the showroom floor at Watson's. Mix of images, video, iconography, and type make up the hexagon layouts.
4-screen video wall sits in background of the spa department. In foreground, an out of focus spa sits at bottom of image.
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The new brand experience better reflects Watson’s growth and mission. It has elevated the brand, allowing Watson’s to reach a wider audience and give them an easy, repeatable system that will grow with them.
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Left, a mobile, double-sided display features billiard packages. Pool cues sit on wall with information above. Right, custom stool displays runs down right hand wall. Hexagon wayfinding hangs from ceiling calling attention to restrooms.
Hexagonal wayfinding hangs from ceiling identifying "service dept". To right, a blue tile wall marks cafe and bar.
At left, a tombstone style graphic displays information about the Markdown Marketplace. In the background, corrugated metal siding and red awnings mark the entrance to the Markdown Marketplace.
Shelving lines the white walls of the Pool Accessory Store. Above the shelving, custom illustrations and red hexagons decorate the area. Free-standing shelves stand in foreground holding pool chemicals and products.
Left, text reads "Life is more relaxing by the pool" on a grey wall in dimensional letters. Wooden pedestals display pool pumps below text. Right, detail of ipad kiosk with red screen and white text shares pool information.
Red wall with white dimensional hexagons share Watson's specific facts. White line art illustrations decorate the wall below hexagons. In foreground sits a filled pool with pool accessory store beyond.
Left, white walls, graphic panels and tile slat walls display pool package information. Right, a grey wall details pool education in white text next to ipad kiosks.
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JP FLOORING

EGD | DIGITAL | DESIGN STRATEGY
Design strategy and experiential design for re-imagined showroom at JP Flooring makes use of limited space in a big way.
When JP Flooring partnered with us over 20 years ago, the first thing we did for them was design a brand identity for them. The now familiar logo has served them well over the years, but it was time to breathe some fresh life into their brand identity. The challenge was twofold. We wanted to give their brand and showroom a new look while maintaining the equity and trust of the original mark, and we needed to make efficient use of limited flooring space.
Red backdrop with JP Logo and "Welcome to JP Flooring Design Center" sits behind reception desk. Large, JP logo made of flooring material sits to right of red backdrop.