Enormous in Illinois

What are the design criteria when proposing a new identity for a $50 billion retail giant that operates 3,800 stores? Creative possibilities were limited, but in the end we were able to push a very imposing and corporate identity — one they had used ubiquitously for 25 years — to a slightly warmer and friendlier place. At the time, we lobbied (unsuccessfully) against the swoosh, a mandate from the client. After a few years they’ve now finally dropped it from national advertising, and I must admit: I miss it.

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