Sprint had identified an exceptional opportunity to create a ubiquitous retail presence through an alliance with RadioShack, operator of 6,800 retail units nationwide.
- Creating a retail identity that aligned with and leveraged Sprint's overall brand strategy.
- Conducted comprehensive research among target audiences
- Created a retail identity strategy to be supportive of the company's overall positioning highlighting concepts of clarity, order and curiosity
- Implemented a new store-within-a-store concept combining "high-touch" through warm wood finishes, contemporary metallic detail and bright "Sprint Red" facia bands