Walgreens

Objective

Walgreens enlisted the help of Gilmore Group to create a holistic brand experience with the goal of better communicating the Walgreens brand. This included the development of a new core identity system that supported the Walgreens mission, vision, values, and business strategy.

We were tasked with creating progressive designs that resonated with customer segments in urban areas as well as designs suited to less densely populated communities across the United States.

We were also asked to create a new pharmacy section in the store, called the “Family Health and Wellness Center,” that catered to a family’s multiple life stages.

As part of a larger digital transformation undertaken by Walgreens, Gilmore Group was to integrate new technologies to bridge the Walgreens app and store experiences.

Walgreens contracted Gilmore Group’s media arm (GG Media) to create in-store and out-of-home advertising spots for programs such as ‘Back to School’, ‘Find Care’, ‘Vitamin Angels’, ‘Red Nose Day’, and various seasonal holidays, as well as promotions for big brands such as Pepsi, Cover Girl, the NFL, Aveeno, Colgate, and many others.

Solution

Gilmore Group created an enhanced visual and verbal core brand identity system. We created the visual strategy which systematized communications, and a revitalized verbal strategy that spoke to the “well-life” platform. This work also included the development of marketing literature and collateral, such as designs for the Walgreens loyalty program cards.

In addition to the new brand identity system, we created comprehensive new experiential store designs – including exterior and interior branding – piloted in the New York market and eventually rolled out to 4,000 stores across the country. We devised new point-of-purchase check-out designs, gondola and end cap designs, signage, and wayfinding.

Gilmore Group developed the Walgreens WHS Tradeshow exhibit design.

We also developed concepts for telepresence-capable private spaces where Walgreens customers could receive advice from health professionals in a new “Family Health and Wellness Center”. Additionally, we devised a QR code scanning system with which customers could learn more about products using their smart phones.

Gilmore Group developed Standards & Guidelines to memorialize both retail store designs and corporate branding.

GG Media produced a range of in-store and out-of-home advertising spots from start to finish, which can be seen here.

Results
The result was a best-in-class health care experience with a comprehensive environmental graphics system and interior design layout. Through acting on a better understanding of customer wants and needs, Walgreens has evolved into one of the most relevant and identifiable pharmaceutical retailers.

Our network-wide designs increased shareholder value and worked to increase customer basket size. After the completion of the flagship store redesign at One Times Square, the location became the number one leader in sales in the entire Walgreens network.