Wal-Mart
Elevating a Brand’s Form & Function

The Challenge: As part of a broad strategic effort to combat fashion-friendly retailers like Target and Kohl’s, Wal-Mart wanted to up the style-quotient of its flagship youth brand No Boundaries.

The Solution: We recommended a graphic shorthand of the No Boundaries name—NoBo—and designed a clean, high-impact identity. The NoBo nickname extends a friendly “insider” invitation to style-conscious shoppers, creating an identity with more personality and universal appeal. A playful evolution of the original brand, the new look-and-feel elevates No Boundaries’ cool-factor while leveraging its existing brand equity. To accommodate the retail giant’s mass production challenges, we also developed a system of packaging templates that ensure ease of implementation across a diverse range of products, media and global manufacturers.

The Result: The NoBo brand has been rolled out successfully across Wal-Mart stores internationally and supported line extensions into lucrative new market segments from accessories to housewares.