Valpak Rebranding

Valpak is the biggest direct marketing company that delivers to 45 million households. While other coupon businesses were growing, Valpak's sales were slowing down. To develop a unique vision for our brand as "Your Friendly Neighbor," we conducted a week-long workshop with our internal team at Valpak, regional chain managers, and customers. This collaborative approach allowed us to align on a distinctive and compelling brand direction that resonated with our target audience and positioned us strongly against new competitors.

As the main Senior Art Director and Lead Designer on the project, I spearheaded the rebranding effort from the ground up. Key tasks included creating a versatile new identity and logo, ensuring it worked seamlessly across multiple formats, designing collateral for the sales team, and developing an enduring brand guideline to ensure the rebrand remained relevant in the future.

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