BEST BUY
In 2018, one of the world’s most recognizable retailers was looking for a brand facelift. No longer keen to do nothing but shout about deals, the new brand leaned more into one of humanity. “Let’s talk about what’s possible” became the rallying cry for not only Best Buy’s intrepid Blue Shirts, but also for those working on the brand. Instead of a simple toy catalog, can we create an experience? Instead of a run-of-the-mill email campaign, can we make it sound friendlier and more helpful? And instead of a gruff, male voice screaming about what’s on sale, how about a softer, nicer tone from someone who could be your neighbor? That’s the new Best Buy brand voice.
Creative Directors: Tasha Frey, Dan Bensman
Art Directors: Miranda Woherle, Ben Eaton
Copywriters: Andy Zetzman
2019 Back to School Lookbook
How do you engage Gen Z and millennials with a static medium? Give them stickers.
2018 Holiday Toy Book
A super-successful exploration in taking Best Buy’s friendly new tone of voice to the littlest shoppers amongst us.
