Design
Rebuilding a Retail System That Scaled to 650+ Locations
Store design, promotional systems, and a strategic shift that drove a 66% increase in sales.
Starting from Scratch
I was brought in with hand-drawn concepts to redesign the in-store experience for Video Update. At the time, I didn’t own a computer and had never used Photoshop or Illustrator.
When the company requested color variations, I taught myself both tools within a week, rebuilt the system digitally, and presented a full model.
They had already hired an agency. After seeing my work, they let the agency go and moved forward with my approach.
Designing a Scalable Environment
The goal was to retain a family-friendly atmosphere while creating a distinct and engaging retail experience.
I developed a complete system including wall treatments, ceiling modifications with mirrored soffits, category signage, and integrated branding. Every element was designed to be repeatable and scalable across locations.
From Concept to Rollout
The system extended beyond design into implementation. I created a full inch-to-foot scale model and developed standards for layout, signage placement, and promotional integration.
This allowed consistent execution across 350 Video Update stores and later 300 Moovies locations.
A System for Ongoing Promotion
I designed a complete promotional system including window clings, category signage, in-store graphics, and campaign materials.
The system allowed the company to rapidly deploy consistent promotions across all locations while maintaining a unified brand experience.
Introducing 7-Day Rentals
At the time, the industry standard was a 3-day rental window.
I proposed shifting to a 7-day model. Leadership initially resisted, so we introduced it through catalog titles and supported it with targeted in-store messaging and promotional materials.
This allowed the concept to prove itself without disrupting the core business.
Results
- 66% increase in sales across the organization
- Enabled acquisition of 300 additional locations
- Scaled to 650+ stores with consistent execution
Extending the Brand
The system extended into print and media, including in-store magazines and promotional materials.
The Star Wars campaign required direct approval from Lucasfilm, with final design sign-off from George Lucas.
Designed to Scale
This project shaped how I approach design, creating systems that scale, influence behavior, and deliver measurable results in the real world.