“Attention Kmart Shoppers.” More then a brand refresh, Kmart Bluelight desperately needed a brand rebirth. Via extensive consumer research, the Campbell-Mithun Kmart team uncovered what made
Kmart matter to consumers as a long-standing provider of unparalleled values. And we did it by giving mouth-to-mouth to the iconic, infamous (and often parodied) classic Blue Light Special. The brand relaunch included a fresh new graphic nomenclature for the historic brand, advertising, and a complete instore redesign.
Bluelight in-store signage and advertising created energy and excitement around the new identity while introducing a modern, new visual language.
Along with the Bluelight iconography, an alphabet of symbols was created to promote seasonal product offerings, differentiate product categories and identify sections throughout the store.
A rich categorical color system combined with a dynamic photographic lexicon and usage of symbols where used for all communications – advertising, online and instore.