Summary
Client Need:
Differentiate the toy store from competitors within the same 5,807 shops. Establish a stronger social media presence, as the current one is minimal. Additionally, clarify the store’s offerings, as the inclusion of “RV” in the name often causes confusion.
My Role:
Brand positioning creation, client communication, strategy development for campaign release, collaboration on creative direction, and team leadership & coordination.
The Team:
Hailey Fitzgerald (Strategist)
Jon Ilbay (Copywriter)
Thomas Halsey (Copywriter)
Maddie Green (Art Director)
Malcolm Rose (Experience Designer)
The Process
For the RVYAY Toys project, I played a pivotal role in shaping the brand's new identity and positioning it to stand out in a crowded market. The store shared space with over 20 other businesses, making differentiation a key challenge. My first step was establishing a clear brand strategy that aligned with the client's vision and clarified the store's offerings, especially the confusion around the "RV" in the name. We decided on a subtle rebrand to "RVAYAY Toys" and adopted the theme "The Power of Play," appealing to a broad age range, not just children.
With a deep understanding of the target audience, I led the development of a marketing strategy that included revamping the store’s social media presence, which had previously been minimal. This included creating a content plan that resonated with both existing customers and potential new ones. I worked closely with Hailey Fitzgerald, our strategist, to ensure the messaging was consistent and impactful, while also collaborating with Maddie Green, the Art Director, and Malcolm Rose, the Experience Designer, to bring the refreshed visual identity to life.
New Logo
Out of home concepts
Original Logo
Throughout the project, my focus was on clear communication with the client and coordinating the team to ensure we met deadlines while maintaining quality. Balancing this project alongside others, I kept everything running smoothly, leading the team to successfully execute a fresh brand identity that appealed to both existing and new audiences. In the end, the project helped RVYAY Toys carve out its own unique presence in a competitive retail space.