In 2007, AmoebaCorp partnered with john st to help transform The Bay from a practical, bargain-based retailer, carrying limited-style merchandise to a fashion-forward retailer. As the only retailer that sells product from virtually every category, the team believed The Bay would be able to present a unique proposition to the consumer. We uncovered a core consumer insight that could help sell it - Women love beauty. Beauty and noticing beautiful things in life, is fundamental to the way they feel, think and act. And it’s why most women love shopping – because it provides them with the freedom to explore all that is beautiful, whether imagining the beautiful possibilities or actually buying them. The notion of beauty and pursuit of beautiful things informed all areas of The Bay’s new business approach, including its visual expression, created by AmoebaCorp.

We created a series of visual guides that provided the vocabulary for “beautiful”, presented through a series of key campaign-themed shopping periods. These visual guides informed all buying, merchandizing, communication and promotional efforts for each of the campaign efforts and acted as a “go-to” for The Bay’s in-house creative department when developing in-store signage and collateral.

Live Artfully, which is pictured here was all about injecting art into your daily life. With a diverse product base, The Bay could empower consumers to see the beauty in the everyday and supported the initiative with product that was beautiful, practical and in some cases exclusive.