For those of you who may be unfamiliar, FYE is a chain of entertainment retail stores under the Trans World Entertainment umbrella. As Senior Graphic Designer, I was responsible for leading a team of designers in producing all in-store and online visual material for TWE.

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During my time there, FYE underwent a "new marketplace experience" initiative. I know... whatever that means, right? Basically, the corporation was shifting focus from physical media to entertainment lifestyle, and the new merch needed to grab people's attention.

 

This initiative resulted in a complete rebranding plan for FYE stores nation-wide and redesign of fye.com, samples of which you can see here. Oh, and just for fun, I threw in some before photos. Click the "Show More" link and take in this Cinderella story.

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Interested in the visual identity guidelines? Click here.

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Graphic design, Art direction, Experiential design, UX