In order to reach and create lasting connections with a new generation of consumers, The Bay needed to transform from a traditional brick and mortar retailer to a modern, digital-first lifestyle marketplace. In this case study, discover how lg2 helped The Bay re-establish itself as the ultimate Canadian lifestyle retailer with new brand guidelines, an updated loyalty program, a redesigned credit card program and mass communications.
"It was an honour to work on such an iconic and well-loved Canadian brand. We wanted to create a platform that embodies flexibility and diversity, and can connect to loyal fans and new audiences equally. The redesign of the Bay's loyalty and credit card programs was an extension of the Masterbrand platform, helping to provide a practical and stylish option for Canadians' everyday needs." Ryan Crouchman, partner, vice-president, executive creative director, branding and design, lg2.