When Comcast bought NBC and Universal, they rebranded and created Xfinity as the 'cable' company that delivers programming and content to their 160 million plus customers. 30 million of those customers visit them annually to service their accounts so Comcast is transforming their Xfinity service centers to full retail and expanding their product offerings along with 3rd party products that collaborate with their OS. My team is responsible for store design and communication. The client was using 'lifestyle' photography and was determined to keep us in that universe. In order to elevate their brand and save them from lifestyle oblivion, our strategy was to show moments people have with technology and focus on behaviors rather than a full front smiling face with no relationship to the product. In addition to the communication team, we also have architects, interior, environmental and visual merchandising designers that help plan out the footprint, design, fabrication and build out of the stores.
Creative Director: Mark McGinnis /// Art Director: Dan Nicholas /// Writer: Jake Roland