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FYE VISUAL IDENTITY GUIDELINES

For those of you who may be unfamiliar, FYE is a chain of entertainment retail stores under the Trans World Entertainment umbrella. As Senior Designer, I was responsible for leading a team of designers in producing all in-store and online visual material for TWE. In 2015 I was tasked to lead the internal design direction of a "new marketplace experience" initiative. I know... whatever that means, right? Basically, the corporation was shifting focus from physical media to entertainment lifestyle, and the new merch needed to grab people's attention. This initiative resulted in a complete rebranding plan for FYE stores nation-wide and redesign of fye.com. Once the FYE brand transformation was up and running in several prototype locations, the need for some kind of centralized how-to document became very real, very quickly. I was tasked with developing a short and sweet set of guidelines that would clue people into the new brand strategy. And guys... If nerding out over style guides is wrong, I don't want to be right.

Project Roles
Copywriter, Designer
Company
FYE
Skills
Adobe Illustrator, Adobe InDesign, Art Direction, Copywriting, Creative Direction, Design, Editorial, Retail, Visual Development
Media
Brand Guidelines, Branded Content, Icons, Infographics, Logos, Patterns, Presentations, Retail Designs, Treatments, Typography
Project Industries
Lifestyle, Retail
FYE VISUAL IDENTITY GUIDELINES
FYE VISUAL IDENTITY GUIDELINES
FYE VISUAL IDENTITY GUIDELINES
FYE VISUAL IDENTITY GUIDELINES
FYE VISUAL IDENTITY GUIDELINES