HANLEY_CREATIVE
A multi-disciplinary design studio
FEDEX
CASE STUDY
A conceptual transformation of the physical retail experience. This project modernizes the traditional shipping center into an immersive, digitally-integrated brand environment that visually communicates speed, precision, and global connectivity.
PERFORMANCE BRANDING
Redefining the structure of brand experience.
THE CHALLENGE
The retail experience in The Shops at Yale in New Haven Connecticut doesn't reflect FedEx's true innovation.
The current physical retail space in New Haven (pictured here) is functional but dated.
Relying heavily on static paper signage and uninspired lighting, which fails to effectively communicate the real FedEx story of speed, precision, and global connectivity.
THE SOLUTION
Visualize a way to transform these locations into immersive brand destinations that genuinely connect with customers.
THE CHALLENGE
The arcade floor is a visually overwhelming battleground.
LAI Games needed to elevate their B2B marketing, trade show presence, and high-profile IP integrations to instantly cut through the noise.
THE SOLUTION
High-octane creative engineered to command attention.
Design sleek B2B sales catalogs, immersive trade show environments, and dynamic cabinet art for blockbuster IP collaborations (like Netflix) to maximize floor presence and drive player engagement.
BRANDED MERCH:
Designed to perform
BOLD
VISUAL IMPACT
VIVID
DIGITAL SPACE
ACTIVE
KINETIC NETWORK
THE RETAIL JOURNEY
Updated lighting and transformed customer digital experiences anchor a new kinetic journey.
This compliance-driven flagship concept proposes a clean, digitally-integrated environment. It replaces static paper with modern interfaces, including streamlined check-in tablets, self-service kiosks, dynamic lighting, and an interactive Kinetic Network visualization wall. This transformation visually proves the core FedEx brand promise to customers. engagement.
REIMAGINED RECEPTION
Streamlined, low-profile welcome interface.
Refined modular finishes (wood, brushed metal, paint) are swappable to meet specific store needs.
BRAND IDENTITY SYSTEM
Social
By modernizing LAI Games' visual language across print, digital and physical environments, we transformed their B2B collateral into a powerful sales engine. The strategic environmental design and high-end IP integrations not only dominated trade show floors but directly contributed to increased product adoption and operator revenue.
Experiential
Bridging the gap between digital identity and physical space; building bold, interactive environments designed to stop traffic, command the convention floor, and plunge consumers directly into the center of the brand's world.
BRAND IDENTITY SYSTEM
Experiential
Experiential
By modernizing LAI Games' visual language across print, digital and physical environments, we transformed their B2B collateral into a powerful sales engine. The strategic environmental design and high-end IP integrations not only dominated trade show floors but directly contributed to increased product adoption and operator revenue.
Bridging the gap between digital identity and physical space; building bold, interactive environments designed to stop traffic, command the convention floor, and plunge consumers directly into the center of the brand's world.
