TopDog Fireworks & Halloween Madness

Challenge

TopDog operated two seasonal retail brands, TopDog Fireworks and TopDog Halloween Madness Superstores, across 14 Houston locations, but the logos, in-store signage, ads and sales assets had drifted into a dozen different looks. The brand read as loud but inconsistent, and messaging changed depending on where a customer encountered it, in a flyer, on a banner, on a product label or on the website.

Approach

We rebuilt the identity from the icon out. The hero-dog mark was redrawn and tightened, then we defined a clear system of primary and division logos, color rules, typography and voice. From there we rewrote and redesigned every customer-facing touchpoint on one visual and verbal standard, so a shopper sees the same TopDog on Instagram, on the storefront, on the placard next to the register and on the product label in their hand.

Solution

A comprehensive brand system with a redrawn hero-dog icon, a documented styleguide, redesigned product labels, retractable banners, in-store placards, non-profit partnership flyers, branded apparel across both divisions, and a redesigned website tying online promotion, store locator and sponsorship campaigns together.

Deliverables

• Redrawn primary logo and hero-dog icon
• Division logos for Fireworks and Halloween Madness Superstores
• Brand styleguide with color, typography and usage rules
• Product label system across the SKU range
• In-store placards and retractable banners
• Non-profit partnership and giveaway flyers
• Branded apparel for both retail divisions
• Redesigned website with store locator and promotions
• Indoor signage system across 14 locations
• Sponsorship campaign assets

Outcome

In the first year after the rebrand, TopDog saw sales grow 30% and social and website traffic grow 50%, and the company landed sponsorships with the Houston Dynamo, the Texas Renaissance Festival and the Houston Zombie Walk.

Results

• Sales grew 30% in the first year after the rebrand
• Social and website traffic grew 50%
• Landed sponsorships with the Houston Dynamo, Texas Renaissance Festival and Houston Zombie Walk
• Unified signage across 14 locations cut seasonal store-setup production costs
• Halloween Madness launched as a second revenue season on the same brand platform