Together, we (Huge and Shipt) created a detailed design system that's flexible enough to meet all our creative needs but specific enough to build a foundation of design consistency across our entire brand.
Above & beyond: Working together to totally reimagine Shipt’s brand for the national stage.
Shipt started in 2014 in Birmingham, Alabama, as a retail and grocery delivery service powered by an exceptional shopping network. In late 2017, Target corporation purchased Shipt and the two companies launched same-day delivery from Target stores nationwide. After a year of rapid expansion, Shipt reached out to Huge to help revamp their brand identity and build brand awareness—supporting the next stage of their tremendous growth.
Huge launched a rebrand and campaign for Shipt, a grocery delivery start-up recently acquired by Target. Facing low awareness and a crowded competitive market, the brand recognized the need for a differentiated positioning that would drive use and enable them to scale nationally.
Shipt identified its unique proposition as the personal connection shoppers had with their customers, recounting stories of acts of kindness that often occurred in their founding city of Birmingham, AL. But when we conducted qualitative research, we discovered that people don’t trust just anyone to take on this task and essentially want a “shoppelganger”.
Aiming to convey Shipt’s trustworthiness, we positioned the brand as ‘over-delivering delivery’, bringing to life a shopper’s efforts to go above and beyond to get customers exactly what they want, how they want it. This was expressed through a new, flexible visual design system and distinct tone of voice.
To clearly communicate Shipt’s offering, we changed the logo icon from a UFO to one that resembled an elegant bag and alluded to the “S” in the brand's name. To create distance from Instacart, we introduced colors such as purple, not leveraged in the category, and communicated the high-quality service we wanted customers to expect. Lastly, given the need to drive growth, we transformed Shipt’s brand personality to convey a level of boldness and zing that would breakthrough in the market.
We introduced the brand to the world through a playful digital campaign and out of home advertising that tells the Shipt story through the new design system. This was supported by a campaign featuring a series of TV, OOH and print creative that show shoppers going to extreme lengths to deliver the most fresh, high quality items to their customers—from avoiding the neighborhood dogs to diving into tanks to get the perfect lobster, these shoppers definitely over-deliver.
- Integrated marketing.
Over-delivering on an identity.
We helped Shipt evolve their brand identity for a broader, national audience with the previous logo centered around an alien spaceship. While quirky and fun, we decided to take a fresh look at their brand image, more closely aligning with the brand pillars and elevating it with a bit more vibrancy and sophistication. After weeks of sketching and exploration, a new logo was born—a shopping bag shaped from a clean “S” stroke. The new logo would influence everything from their app, to the shopping bags, and even featured on top of their skyrise building in Birmingham. From the logo, a whole design system emerged including new identity, brand colors, iconography, typography, tone and voice, motion and illustration rules—all wrapped into one comprehensive brand guidelines.
Bringing Shipt's story to life.
With a brand new look, it was time to introduce Shipt to the world. We closely collaborated with Shipt to tell their story of “over-delivering delivery” through a national campaign, showcasing local shoppers shopping at local stores—all going above and beyond to get customers exactly what they need. A variety of vignettes were created across several media formats including TV, digital, social, radio, and out of home—geo-targeting to focus on consumers in key markets and allowing us to promote local retailers as well.
In living and breathing the Shipt experience, Huge helped us distill the best of our business and translate it into a unique and ownable brand, paving the way for the tremendous growth ahead.
Making an impact through out of home.
Next, it was time to amplify Shipt’s message to outdoor placements. Huge generated a massive amount of out of home creative that appeared in key markets across the nation including full train station takeovers in Philadelphia.
Campaigns done differently.
With the stress and uncertainty of the 2020 climate, people were looking more than ever for time-saving solutions. After a successful Q1 launch, we worked with Shipt to build a fall campaign to encourage customers to choose Shipt for their grocery and retail delivery needs. But how did we set Shipt apart? By highlighting what they do differently—putting customer service and reliability as their top priorities and adding a more human element to performance marketing. Fifteen second digital videos, social story spots, an interactive Snapchat lens, audio ads, and display ads launched to showcase local shoppers bringing things people need from the local stores they love.
Socializing Shipt to the world.
Fifteen second digital videos, social story spots, an interactive Snapchat lens, audio ads, and display ads launched to showcase local shoppers bringing things people need from the local stores they love.
We're keeping the foot on the gas.
With a new brand, identity, campaigns, and more, the foundation is now set for Shipt to reach the next stage of their growth and potential. Building on this momentum, Huge and Shipt look to amplify Shipt to the masses, identifying areas of opportunity and helping solidify Shipt as a household name in retail and grocery delivery.
Huge will closely partner with Shipt on their communication roadmap — setting a clear path for activities to fuel their expansion. It’s our mission to help Shipt bring a little bit of their magic and personal touch to everyone.
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