→ GW Now

Channel: Motion Graphics, Brand Strategy

CreditsJulia Hosang
Zofia Pejas

In the current age of online and in-store furniture shopping, Gardner White found itself in a sea of competitive retailers pushing their best deals to the market. Eager to cement themselves as a reliable option for clearance furniture, Gardner White approached us to rebrand their clearance center – emphasizing its immediate access to the best deals and customer-centered approach.

Through research, conceptualization, and design development, we developed a brand strategy that invites clearance shoppers to a refreshing experience. GW Now shifts the meaning of "clearance" from a preemptive idea to a fresh one. As the motion designer, I was tasked with creating the brand story of GW Now, highlighting the brand’s flexibility and human-centered approach. Overall, GW Now presents itself as the new clearance experience rooted in Gardner White’s values and Michigan history.