The Bay Transformation: More than a retailer
“Consumers have so much choice...You need to be remarkable. Shopping isn’t always just about a transaction. It’s cultural, social, getting inspiration.” – Globe and Mail, Oct 2021
I led The Bay’s new Creative and Content team, with the mandate to set up an internal creative studio that would build out the next modern and relevant chapter of the iconic Canadian brand. The goal was to shift perception of The Bay as a stodgy, old department store to a fresh and energetic brand. We needed to reframe the brand through storytelling to deliver on the changing buying attitudes of consumers. We also gave it a visual system that had a cohesive aesthetic across platforms and found innovative ways to work with partners and creators.
Live a colourful life.
To establish this 352 year old brand as a curated gateway to retail, content and Canadian culture, we needed to convert every customer from just a buyer of goods to disciples of the brand itself.
To succeed, we rebuilt the connection to the brand and increased customer love by establishing The Bay platform as the destination, earning back life and style cred. We tapped into the needs and sensibilities of younger consumers and what they care about: sustainability, representation, community, social good. In the end we evolved from the traditional notion of a retail store to a digital-first marketplace. Customers are inspired to shop but also inspired to be proudly Canadian by aligning with The Bay and what it represents.
What my team delivered:
Editorial strategy + publishing
Creative Collaborations
Branding and Design
Tone of Voice
Packaging
Art direction
Full funnel creative
Content + video strategy
What we accomplished:
Cohesive storytelling and identity (a full rebrand)
Connection to culture
Purposeful representation
Purposeful disruption
Attracted new partnerships + collaborators.
Broadened vendor partner opportunities
Drove revenue participation and overall engagement
Increased shopping consideration in key categories
We brought seasonal 360 campaigns to life across owned and paid channels. Always with the intent of inspiring people with a vibe.
For our pride campaign, we asked four 2SLGBTQIA+ photographers from across Canada share photos and stories that encapsulate what living an open and
colourful life means to them.
The Bay's first annual Holiday Beauty Calendar as a blank canvas for BIPOC Canadian artists. For our first year we partnered with an Anishinaabe Artist and Fashion Designer, Lesley Hampton.
We pulled cool interesting Canadians into our campaigns so that as someone came across them in broadcast, social or online we could capture their attention and tap into new audiences.
Introducing Hudson’s – The essential space for Canadian culture, life and style.
We collaborated with some of the top photographers, directors and makers to build up the creative IP and bring the stories to life in various ways, celebrating different points of view around storytelling.
