Launching Last Call's Identity
Brand Development
THE OVERVIEW
I partnered with Last Call: Liquidations & Overstock, a small business overstock retailer, to design and implement branding and launch strategy from the ground up.
This development laid the foundation for the brand’s identity and positioned them for immediate and future growth.
Grand Opening Storefront Banner
WHO
Last Call Liquidations and Overstock is a small business specializing in goods from various retail industries.
They're a "lowest price" retailer competing in the greater Richmond area, with a location-based competitive advantage. Last call was brought to me as a budding idea, searching for an identity to put a face to their name.
Set this idea in motion with alluring and appealing branding​
THE
ASKS
Create a platform for them to advertise their products and business
Ensure business owners have sound strategies in place for consistency and growth
Create and provide marketing collateral for their launch process
THE INSIGHT
In Benchmarking primary and secondary competition and surveys conducted on shoppers within the target market, price point and product quality were the most relevant factors to conversion.
Last Call's promotional branding was created to defy traditional industry branding style and imagery, to evoke comfortability and modern shopping appeal, rather than "loud" or "in-your-face" advertising.
In doing this, consumer surveys found that Last Call's branding minimized:
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high-pressure sales environment
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distrust of business
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consumer stress
THE CONTRIBUTIONS
1. Brand Identity Creation
Designed a compelling brand style guide, outlining:​​
Logo Usage
Guidelines
Color Palette
Typography
Choices
Imagery Theme
Brand Voice
& Tone
Application
Guide
Grand Opening Promotional Flyer
2. Brand Voice Development
Defined a unique brand voice to connect with their audience, emphasizing a comfortable and approachable environment for an industry frequently lacking in thereof.
3. Online Presence Setup
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Created an optimized website and established key social media profiles.
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Launched an initial SEO strategy and identified advantageous keywords to ensure the brand’s visibility in search results.
4. Content Framework
Provided a starter content calendar with sample posts, blog topics, and themes tailored to their industry.
Grand Opening Shop Card
Front
Back
5. Marketing Collateral
Developed essential assets, such as retail banners, repeat business punch cards, and promotional material.
THE IMPACT
Strategy
Delivered a cohesive brand strategy, ready for immediate
implementation
Guide
Equipped retailer with tools to maintain consistency and establish trust with their audience
Growth
Positioned the brand for sustainable growth with clear visual identity and brand voice
KEY INSIGHTS
01
Liquidation and Overstock retailers don't often have striking or appealing branding. I've found branding this business using up-to-date branding concepts provided a competitive advantage with consumers considering competitors.
Within this industry exists a general lack of online presence or engaging content amongst competitors. While consumers of this industry generally don't expect much in terms of online content, I've found that continuing to utilize the Internet proved to be that much more beneficial.
02
Roles
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Lead Strategist
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Market Research
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Creative Direction
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Visual Design
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Copywriting
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Project Manager
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Content Strategy
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Content Creation