The Objective
HMV has experienced declining profits and worldwide store closures since many consumers are now are going online for music, movie, and gaming entertainment. My goal was to rebrand HMV as a smaller, boutique-style retail chain, with customer service and product quality at its focus. Through combining retro and modern design elements, I aimed to refresh HMV's personality while maintaining its brand recognition and equity.
The Marketing Message
The new HMV would emphasize the personal aspect of entertainment needs. By marketing the concept “HMV allows you to find what you love”, the brand entices individuals to shop in-store for physical products they will value and develop a personal connection with.
The Unique Selling Proposition
HMV provides customers with a unique, personalized shopping experience, allowing them to find and value the entertainment products they love.
