Elevating Retail Experiences: Designing Omnichannel Pop-Up Stores and Playgrounds Nationwide
Go! Retail Group is the parent company to several retail brands, including Go! Calendars, Games & Toys, Calendars.com, Attic Salt and Fuego. The company is the largest operator of pop-up stores in the world, with operations in six countries and over 1,000 retail stores in malls across America. Go! Retail Group's unique seasonal business model requires an adaptable marketing team that can transform virtually any space quickly and efficiently.
Marketing Graphic Designer
Retail and E-commerce
May 2015 - Jan 2018
Challenge
I was the only in-house designer and worked directly with the senior manager of visual merchandising to ensure deadlines were met, including creating collateral for stores, sale flyers, coupons, event banners, instructional communication for store operators and prepare presentations for an executive level.
I assisted the digital marketing manager on marketing projects and social media events. On a daily basis, I communicated with print vendors to acquire quotes and make sure received proofs are up to standard quality.
Beyond print design, I took professional photographs of product, storyboard and designed motion graphic video advertising. I also organized the digital asset library, update the branding guidelines and often times work independently while managing multiple projects simultaneously from start to finish.
Results
I helped usher in a new and modernized brand that combined their multiple and sometimes clashing concepts. I also engineered cost effective solutions to help outfit their various store layouts due to their seasonal presence.
I also had in-depth and thorough understanding of current trends in the games and marketing landscape which was an invaluable resource to the buyers. I displayed multmedia prowess in being able to translate ideas and words into graphic format, digital or in print.
“Kai Tran is an exceptional graphic designer and helped us establish new branding and transitioned us to more impactful imagery and messaging.”
Scott Jackson
Retail Executive
Reflections on navigating the dynamic world of retail marketing design
My tenure as a marketing designer particularly for a franchise with multiple concepts and multiple operators in different regions of the US has been a journey rich with learning and growth. Reflecting on this experience, I've distilled three key takeaways that have profoundly shaped my approach to design and collaboration.
1. Influencing Without Authority
A major challenge was influencing design decisions without direct authority. I often engaged stakeholders in discussions akin to user interviews, calmly extracting their thought processes and preferences. This approach was particularly effective during the Go! Retail Group brand refresh project, where balancing client vision with design expertise was crucial.
2. Adapting to Retail's Pace
The fast-paced nature of retail, especially around holiday seasons, taught me the importance of trend awareness. Staying ahead meant not just observing market trends but also understanding the preferences of younger demographics, integrating their tastes into contemporary designs.
2. Holistic Environment Design
Understanding the importance of holistic design in retail environments was a significant learning. It's more than just placing elements; it's about creating a journey for the customer. This involves considering every detail, from layout to customer flow, similar to UX design principles.
My experience in retail marketing design has been an exhilirating blend of learning effective communication, trend analysis, and comprehensive design thinking, each shaping my approach and skills as a designer.