Storytelling through Digital Signage
by Ryan Joy — December 22, 2011
Client: The Markets, Washington State
Type of Project: Digital Signage Design and Development
In 2008, The Markets opened several conventional format stores with an emphasis on fresh perishables.
With the overwhelming success of those stores, they then decided to launch a new format that received the “Market Treatment”. This new format featured a bulk fresh spice department, a restaurant-style cooking demo kitchen, walk-in beer cave, bulk greens department, mushroom bar, vegan department and many more one-of-a-kind areas throughout the store.
With all of its unique offerings, The Markets was looking for a unique way to tell not only their stories, but also those of their vendors, growers, products and departments. After our first meeting with The Markets, we concluded that digital signage would be the most effective way to accomplish this, and incorporating digital signage would also engage their customers and enhance the overall shopping experience.
The overall objective for the digital signage integration was to inform customers while developing a cohesive brand message and brand experience.
The Markets had a pretty well developed and unique brand before they came to us, so we just expanded upon that and translated it into digital signage. The project included the development, design and animation of 32 total storytelling, price/item and staff pick templates and 6 menu board screens. We worked on a very condensed timeline of approximately 3 months to develop all of the digital signage templates prior to the store’s grand opening.
The brand is unlike that of a typical grocery store—it is kitschy, fun, humorous, advocating, colorful, creative, eclectic, friendly, mindful, and savvy. We used unexpected verbiage, color, design and layout to create digital signage that was fresh, informative, welcoming and friendly, thereby creating a shopping experience that is truly unique.
We accomplished the project objectives within an aggressive timeline through research, an innovative development process, and close partnership with the storeowner, employees, and third party vendors.
All digital signage templates and menus were in place before the store’s grand opening and received very positive customer and client feedback. The digital signage was a success and The Markets is continuing to build an extensive digital signage library, in turn, enhancing their relationship with their customers.
Filed Under: Featured Work