The Problem
With more than 330 locations in the U.S., Canada, and the U.K., David’s Bridal stores are a focal point for our brand.
We found that, in contrast with our beautiful merchandise, our store signage was confusing and less than cohesive.
Previous Signage Formats & Designs
The Approach
Our print team conducted research to explore themes that would support our brand. We sought to
revamp type treatments, standardize sizes, and explore new color palettes for legibility and clarity.
We presented about 10 initial concepts in an inspiration booklet to start the conversation.
From July until August, we held six store walk-throughs to gather feedback from our visual
merchandising team, creative director, senior leadership team, and CEO.
The Solution
Within five months, we completed a new and vastly improved signage package for our stores.
What follows is a summary of major design choices.
Santis Tracking Guidelines
To build consistency, we developed all in-store signs with 7-inch proportions;
each sign measures either 7”x7”, 7”x14”, or 7”x21”.
To envision the system of these 200+ signs, we created an architecture map that outlines each sign’s purpose and position. We categorized signs according to how they should speak to customers: shout, wave, talk, wink, or whisper.
In our windows, we feature a mix of editorial and product photography to show both emotion and product detail.
When a sale takes place, the banners flanking the doors are switched to sale banners.
The autopole “menu” is one of the first things a customer sees when she enters our stores.
The sign uses three sizes of magnetic modules, which vary based on the offers’ hierarchy.
This magnetic sign gives us flexibility to mix and match promotions.
We also added magnetic modules to smaller signs, increasing longevity and flexibility. These signs
support store navigation and remain in place until they are updated with new seasonal imagery.
To house all the signs, we created a functional, branded sign kit box.
