The Bay Brand Refresh

Entire Promotional Design Program


lg2, Toronto, ON
w: lg2.com

Executive Creative Director: Ryan Crouchman Designer: Murilo Maciel, Jessica Brasil Account Director: Antoine Levasseur Designer: David Beauchemin, Mira Moscatel-Gauthier Account Manager: Isha Pelrine Fowler Designer: Grant Irving Art Director: Kendra Spurgeon Motion Graphics Artist: CJ Veloso Account Supervisor: Samantha Hume Copywriter: Daniel Kanhai Production Designer: Carren Sauder, Lisa Ye Print Producer: Dana Bronsteter, Tracy Haapamaki Planner: Caitlin Gora Copywriter: Jack Liang Account Director: Elizabeth Elliot Designer: Clare Chow Photographer: Saty & Pratha VP, Director of Planning: Keith Barry Executive Creative Director: Chris Hirsch, Nellie Kim Art Director: Yura Lee Copywriter: Alexandra Stadnik VP, Client Services: Shelly-Ann Scott Creative Director: Rana Chatterjee, Jeff Cheung Producer: Jen Shapiro, Ann Caverly Director of Production: Ella Kovacs Account Director: Sarah Jue Art Director: Dylan Sylvestro Copywriter: Laura Simhoni Account Director: Casey Mendoza Account Manager: Kaitlin Buttrum Production Coordinator: Trisha Dela Cruz

Our goal was to help the Bay transform from a traditional brick and mortar retailer to a modern digital-first lifestyle marketplace. As part of this shift, a significant brand refresh was needed. We created a flexible design system that can respond to retail demands, and also express the Bay's brand purpose: Live a colourful life. The result reflects a new chapter for this iconic brand.