Role:
Lead Designer
The Bay
Brand Refresh
As Canada’s oldest brand, The Bay needed to evolve its business model and brand in order to connect with a new generation of consumers. Part of this involved transitioning from a traditional brick-and-mortar retailer to a digital-first lifestyle marketplace. We helped The Bay reestablish itself as the ultimate Canadian lifestyle retailer with a new 350+ pages brand guidelines, an updated loyalty program and a redesigned credit card program.
