Case Studies

Creatively introducing new brands

Best Buy Achiever events bring together nearly a thousand Best Buy “Blue Shirt” employees to reward them for their passion and for helping customers get connected to technology, as well as educating them about new products and services.

Star was asked to develop a modular display to showcase Best Buy’s privately branded products that go head-to-head with more widely recognizable brands. Best Buy has three internal brands—Rocketfish, Insignia and Dynex—that include a huge range of products across different platforms: televisions, speakers, cables, camcorders, gaming devices and more. In addition to introducing these brands to the Blue Shirt’s in a clear and powerful way, we needed to help organize what could become a confusing array of products.

Working within a tight budget, we created freestanding brand “stages” that introduced each brand with a high-level overview then clearly organized what was new and exciting. Each stage featured opportunities for the Blue Shirts to get hands-on experience with products. Where Best Buy formerly had only tabletop displays to introduce their internal brands, they now had a flexible, modular system that company employees could easily set up in a variety of spaces for both internal and external audiences. The modular fabric background headers can expand (up to a 50’ x 50’) and contract (down to 10’ x 10’), and invisible cord management keeps the look uncluttered so that Best Buy’s brands shine.