ANDREW BRADY
Work
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Cox
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Retail Rebrand
Client
My Contribution
In 2018, Cox Communications rebranded. And by "rebranded," I mean they got new colors, a new logo, a new tagline...and not a whole lot more.
Here's a gradient, make a brand
Still, as the agency of record for Cox Retail, we were tasked with actually applying this embryonic brand intent into a welcoming physical space. We designed product displays, mapped customer journeys and even built retail apps — all to help imagine what their new "bringing us closer" tagline actually meant in a retail context.
This was the old store design.
This was our new one.
The Welcome Wall
We began the evolution process by developing a set of brand videos to play on the central touchpoint screen in every store. In total, we created 16 spots. For each, our team did everything: concepted scripts, cast talent, captured footage, edited footage and integrated the final videos into the master retail loop.
Home Automation
Internet
Panoramic Wifi
The crown jewel of the new space was what Cox called the "Top Tech Table." This digital hub housed three app experiences (all built by us) and other featured merchandise.
App 1: Discover Cox
App #1 was a redesign of an existing experience that they called Discover Cox. It served as the one-stop sales tool for store reps, hosting a mixture of product info, bundle advisors and special offers. And if you ask me, any time you can make the idea bundling a landline with TV look halfway appealing, that's a job well done.
App 2: Virtual Home Tour
App #2 was a brand-new VR Home Tour, meant to simulate how Cox products would function in an actual living space. To create the 3D environment, we used the same platform (Matterport) used by apartment buildings for virtual walkthroughs. So whenever the Cox monopoly becomes big enough to get into the real estate business, rest assured: they'll be well equipped.
App 3: Better Together Sales Tool
App #3 was also a redesign of an existing experience. This one was a tandem tablet/TV app with live product demos and feature visualizers. The idea was for the sales rep to use the tablet controller as they walked customers through their needs and options. We spent a lot of one-on-one time with sales reps to understand the best content structure to complement their conversations.
Just wow. Periscope totally knocked this out of the park. Our stores have never looked or felt so good.
Kitty K, Cox Retail Strategy Director
