How do you launch a retail brand, known for its brick and mortar stores, into the competitive online shopping arena in the year 2019? You lean into it’s brand essence, which is all about surprise. We led the evolution of design, art direction, copy, and user experience of every pixel of Marshalls.com, developing a new, more playful and surprising photographic approach as well as a complete Vis ID and style guide.
Walk into a Marshalls, and it hits you - the urge to see, feel, smell and explore all the amazing brands in-store. How did we get people excited about a new way to shop Marshalls when online shopping lacks the visceral experience of being in a store?
Meet the world’s first room spray that smells like shopping. With top notes of rich leather handbags, hints of cashmere sweaters and suede booties, all packaged in a custom-designed box, New Store Smell became the perfect compliment to the opening of Marshalls.com. Simply spray the room fragrance, and dive into the Marshalls experience comfort of your home. Fans and influencers loved it... and the eComm launch smelled like success.
Media Events: We invited tastemakers to our store to experience the new Marshalls.com, then sent them home with New Store Smell.
Social: Influencers unbox New Store Smell.
With video, Marshalls placed the brand’s benefits front and center through customers’ real experiences with their products and inspired illustrations to accompany their narratives.
The effect is transportive, bringing viewers into the customer’s unique world to highlight the confidence Marshalls shoppers feel knowing they’ve found that perfect purchase—like finding a beloved jean jacket that’s perfect for any and every occasion. Each story ends with a call to the new Marshalls.com.