TJX Companies
HomeSense In-Store Signage Refresh
A comprehensive signage redesign enhancing brand consistency, visibility, and customer experience across HomeSense locations.
Refreshing In-Store Signage for a Cohesive Brand Experience
THE CHALLENGE:
Business Goal: To improve the in-store customer experience, increase the effectiveness of promotional messaging, and create a more cohesive and shoppable retail environment.
Brand Challenge: The existing signage was inconsistent across dozens of applications, creating a disjointed brand experience. The brand needed a unified system that could be applied everywhere from large wayfinding walls to small, countertop promotional signs.
Customer Experience (CX) Challenge: Customers were faced with a confusing visual landscape, making it difficult to navigate the store and understand key offers. This created friction in the shopping journey and potentially led to lost sales.
THE STRATEGIC APPROACH:
My Core Strategy: I led a strategic refresh of the entire customer-facing signage system. The approach was to develop a unified, modular design framework that could function effectively across every in-store touchpoint.
Why this was the right approach: A system-based approach was essential to bring order to a complex retail environment. By creating a consistent visual language, we could make the store more intuitive to navigate and make promotions more visible, directly improving the customer journey and supporting business goals.
The Creative Execution: The new system is built on a flexible grid, a refreshed color palette, and a clear typographic hierarchy. I designed a comprehensive suite of assets tailored for their specific physical context: large-scale wayfinding for walls, bold promotional signs for countertops, and smaller directional markers for furnishings. The modular design ensures that any future signage remains consistent and on-brand.
THE OUTCOME:
The Qualitative Result: The new signage system successfully transformed the in-store environment into a more organized, visually appealing, and cohesive brand experience across all physical applications.
The Business Impact: The strategic refresh measurably improved brand alignment and visibility. The clear and compelling promotional signage led to a lift in customer engagement with key offers. Overall, the streamlined visual communication enhanced the customer journey, making the stores easier to shop and reinforcing the HomeSense brand identity.
