Grocery TV Brand Refresh
Senior Visual Designer, 2023-2024
Led the visual design for Grocery TV’s brand refresh, redefining the company’s visual identity to better reflect its growth and position as a category leader in in-store retail media. The refreshed brand laid the foundation for stronger first impressions, clearer messaging, and a more credible market presence as we scaled to serve national retailers and brands.
Overview
As Grocery TV grew, our playful startup identity no longer communicated the credibility and scale necessary to attract enterprise-level clients. We needed a refreshed identity that clearly positioned us as a stable, industry-leading partner."
We focused on addressing three core challenges:
Awareness: Growing recognition, but our identity lacked distinction and memorability at scale
Credibility: A playful aesthetic that lacked trustworthiness for larger prospects
Positioning: Ongoing confusion around our offering and role in the retail media space
Prior to joining Grocery TV, this was the original visual identity designed back in 2018.
Process
This brand refresh was primarily focused on updating the visual identity, as the company felt confident in its existing brand voice and positioning at the time. The goal was to evolve the overall look and feel to be more modern, professional, and clean. As we moved from competing with regional players like Volta Charging (now Shell Charging) and Starlite Media to national-scale companies such as CoolerScreens and Amazon, it became essential that our brand reflected the same level of credibility and polish.
Discovery
I conducted competitor research and created moodboards to explore various visual directions, ensuring alignment with our desired brand perception and positioning.
Design & iterations
Final design
The refreshed brand identity received positive feedback from clients and partners, helping improve overall brand awareness and recognition within the retail media industry.
Merchandise
Photography
Worked closely with Timeline Visuals to capture these in-store photos.
Social
Insights
This refresh clarified how crucial brand perception is in scaling to enterprise-level clients. While successful, we still encounter challenges regarding brand maturity and credibility. I'm now leading our upcoming 2025 rebrand to further elevate our identity and clearly position Grocery TV as a trusted, national-scale partner.