Grocery TV Brand Refresh

Lead Designer

Project
YEAR

Brand Refresh

2023-2024

Role

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.

Challenge

As Grocery TV scaled to serve national retailers and brand partners, our existing identity no longer reflected the credibility or clarity needed to reach enterprise audiences. To support this shift, we launched a brand refresh to reposition the company from a scrappy startup to a modern, trusted leader in retail media.

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.

Moodboards

Drafts

Results

Preview of the Brand Guidelines

Merchandise

Mockup of branded stickers

Photography

Social

Social Post Example of an Interview Snippet
Social Post Example of Promoting an Event
Social Post Example Highlighting the Company's Culture

Insights

This refresh marked an important shift in how we wanted to show up in the market. As Grocery TV continued to grow and partner with national retailers and brands, our existing identity didn’t fully reflect the scale or credibility we had built — and we were still often perceived as a young, early-stage company.

A key challenge was evolving the brand without losing the approachability that made us unique. The updated system needed to feel modern, strategic, and adaptable — and it laid the foundation for more consistent storytelling across teams and channels. Since launch, we’ve received positive feedback from partners and seen stronger brand recognition within the retail media space.

While the refresh moved us in the right direction, we continue to face perception challenges around scale and market leadership. I’m currently leading a full rebrand set for 2025 to better reflect our growth and reposition Grocery TV as a trusted, industry-leading brand.