gravitytank

OfficeMax’s private labels were doing their job.

They filled incomplete product portfolios with discount, undifferentiated gap-fillers that were maintaining a small, but otherwise unremarkable position within a low margin, commodity market.

But there were opportunities that other retailers were ignoring.

If OfficeMax created a highly visible and sought-after private label, it could be a differentiator and instigate growth. Diving deep into their business, core users and sales data, gravitytank developed a suite of products supported by a business model geared toward lasting value for customers and long-term recognition for OfficeMax.

The result was a triple digit rate of return on the initial investment and sales that significantly exceeded initial forecasts.

Using rapid design and prototyping coupled with a robust strategy for market entry, we developed an award-winning line of office products. Along the way, we built the conviction that investing a small amount in high quality materials and packaging up-front would translate into real growth in the otherwise flat private label business.

Research + strategy + design = growth

Our immersive research with core audiences also uncovered systemic design opportunities for new store layouts, female customer targeting and a wider portfolio of private label brands now in development to help OfficeMax stand apart from...who are those other guys again?

Entry level jobs are the start of productive careers for many youth.

However, with an emphasis on higher education and the professions, youth who leave high school to work have few resources and no support for building a career. Entry level employers like CVS and UPS struggle to identify and retain talent. Productivity is lost and viable talent and productive citizens remain on the sidelines.

In collaboration with Living Classrooms and Icosystems, and through the generous support of the W. K. Kellogg Foundation, gravitytank is creating a new ecosystem for entry-level employment. A web-based portal serves young adults preparing for entry level employment, businesses seeking to identify and retain talent, and the agencies serving youth with job readiness programs.

Replacing paper resumes with video profiles and behind-the-scenes tours, the portal has become a system of honest, easy interactions for both users. Expanding the job search beyond good matches based on skills alone, the portal also links youth looking for jobs with local community organizations who can help them get there.

NewOptions@Work highlights a truth of innovation: sometimes systems need to be upended—for Kellogg, building an all-new job market from scratch made more sense than retrofitting the establishment. The result meant for the first time in their lives, Baltimore youth weren't just exposed to the idea of working, they were excited about it. And now there was justification for employers to reconsider traditional, unforgiving “knock-out” rules, allowing young people to get past their past and employers to identify qualified and intriguing new hires.

Delighted customers that would defend rather than curse their cell phone carrier

To drive growth as a national carrier, Cricket decided not to go the traditional route—revenue dependent on small print and hidden fees. Instead they focused on making their pricing plans clear, stores engaging, and customer service personal. Reinventing their retail experience would be a reflection of those priorities and highlight Cricket’s ability to provide affordable, quality mobile phone service in a transparent way.

Prototypes that lead to decisions

Cricket and gravitytank developed an ecosystem of rate plan fixtures, menu boards and countertop mats. Throughout the process, prototypes were evaluated not only for representing Cricket's brand values, but for their effectiveness at improving customer service. Each element played a role in clarifying Cricket's offerings, highlighting unique value, and enabling meaningful customer decisions.

With rapid expansion into several new markets, this work drove a new corporate style guide, brand architecture, and store format. The new identity was rolled out in new markets just six short months after the initial design, followed by retrofits in existing markets. When installed in the mature markets, the new approach delivered:

Growth of gross customer additions in excess of 100% year over year.

By focusing on customers' experience and business performance in an integrated way, Cricket has been able to fuel their growth in a challenging economy.