The most fascinating department store in the world.

Today’s retail industry faces enormous challenges:  Along with changing customers expectations and a new competitive environment, the latest technologies also demand from department stores worlds of experience that are accessible and interactive through all media channels. In the context of a strategic and comprehensive progression of the Globus brand experience with networking into an omnichannel adventure, Branders has accompanied the enterprise into the digital world of the future.

Globus is more than a company and a brand: Globus stands for an approach to life, a sense of fascination that embodies the attraction of the brand to the present day. That feeling should be communicated by an exceptional experience which can be enjoyed at every single one of the brand’s contact points. The awareness of being in the world’s most fascinating department store. From an enhanced corporate design including new imagery and various design elements through to implementing the internal strategy communication and various external communication measures, Branders contributed to implementing Globus’ new brand strategy and making it come alive.

In the scope of sharpening the brand positioning, Branders was also tasked with the design and implementation of one of the most important Globus promotional tools: its customer magazine. To reflect the new branding concept, the magazine was reinterpreted in a new format with numerous innovative elements and features, including a new imagery and color concept. 

Branders supervised the entire process from the initial concept through to the art direction and the layout. All magazine images were shot in a photo studio by five different photographers within the space of a single week.

As part of the new concept there is increased focus on digital channels, even in the print magazine. Multiple links direct print articles to digital web content. On the website, static photo shots transform into attractive moving images and entertaining short features that provide significantly greater opportunities for interactive experiences.

For the re-opening of the Globus department store in St. Gallen, as well as the 20-year anniversary of the Geneva branch, Branders created two communication campaigns. The visuals were used on a diversity of channels in the overall communication initiative covering both occasions – from advertising and posters through to POS, including exclusive VIP invitations.

Derived from the modernized design system, engaging new icons were created specifically to match Globus’ new appearance.

Changes in the internal strategy communication were also monitored by Branders and Globus employees attended a nationwide roadshow in which they were taken on a journey into the fascinating world of Globus in an emotional brand film. Moreover, they also received a small, elegant pocket guide on the Globus core values. The executive staff members were given a high-end brand book featuring those same values.

“The existent sales campaign has received a complete makeover from concept to artwork. 
A stylish and reduced fresh interpretation leads back to Globus’ traditional use of the Rotstift, 1942, a red pencil that symbolizes cost cutting, and the slogan: Wer rechnet, kauft im Globus, 1934, (Spend your money wisely, buy at Globus). These concepts have been modernized and transported into the present in part even in animated versions. The fundamental concept for all upcoming sales will be implemented in new campaigns from the summer season 2017 onward.”

Website: globus.ch