The Girvin | Callison team was hired by GS (Lucky/Goldstar) to help define and position their retail brand offerings in the Korean marketplace. GS operates businesses in four different retail sectors: department stores, supermarkets, hypermarkets and convenience stores. We were tasked with creating unified brand architecture, identity and positioning for each. In addition, we worked with Callison to extend this brand strategy to the actual built spaces.
Through extensive competitive and market research, we learned that each retail sector responds to a unique set of consumer wants, needs and motivations. Our team conducted branding workshops with GS' leadership to get to the heart of each business and its associated target audiences. Our work ensured that the personality of the brand ignites interest and enhances the consumer relationship at every point of contact - from visual identity and positioning to the actual shopping experience.