Verizon

national - usa

Crafting voice, tone and tactility of a seamless retail system.

On the heels of a branding refresh by Pentagram, Verizon was long overdue for an exploration of a new voice and a larger overhaul of its customer facing touch-points. How can a telecom giant reimagine its retail presence to express a new strategy focused on seamless digital experiences for its customers? The notion of a book store is a core tenet of both crafting Verizon’s new voice and designing the bold and clean graphic language to support the wayfinding narratives and customer flows within. 

The concept of ‘Brand as Publisher’ filters down into all aspects of the next generation stores, particularly into visual merchandising narratives, where complimentary, interoperable and tactile product mixes along-side staff recommendations enable customers to explore, discover and learn. Our strategic efforts to devise a scalable wayfinding and merchandising system was aided by studying regional purchasing habits and popular product tiers, whose interdependent relationship with our contextualized narratives helped drive the vision forward. Developed with Verizon EXD team, Gensler & SET – Role: Experience Design, Consumer Strategy