Kmart Brand Transformation Creative Brand Deck Development

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Value Proposition

Differentiators

Foundational Fixes

Establish a "fix the basics, then differentiate, then unify under one brand idea" approach — each layer explicitly justified with a "WHY" rooted in an existing customer perception problem

Worked directly with the CMO of Kmart, the company's internal marketing team, and the agency of record to identify an actionable value proposition, and translate that work into a visual brand deck

Alignment of the entire organization around a single customer-backed value proposition prior to launching the company-wide brand strategy and visual execution of all touchpoints