As part of our redesign project, I was tasked with creating fresh, brand-consistent gift cards for both Overstock.com and Bed Bath & Beyond. The challenge was to keep the design simple while capturing the essence of each brand.
For Overstock.com, we opted for a clean, minimalist approach. The iconic Overstock logo took center stage, set against our signature red that evokes energy and value. Legal requirements were incorporated into the reverse of each card, ensuring compliance without cluttering the design. Collaborating closely with our print vendor, I ensured that the design translated seamlessly onto physical cards including both material testing and color proofing. Integrating the card credentials into our systems involved coordination with our team to ensure smooth redemption and tracking.
The Bed Bath & Beyond gift card redesign emphasized continued trust and familiarity after Overstock, Inc. acquired the bankrupt brand’s intellectual property. Inspired by the iconic brand, the color palette featured the familiar blues, with a pattern made up by the repeated logo, which was a unique identifier so our customer service agents could identify old cards from the bankrupt organization versus our newly branded cards from the revived brand. Navigating the intricacies of card credentials—such as card numbers and activation codes—was crucial. Working closely with our product teams, I ensured that the cards interacted seamlessly with our systems, allowing for easy redemption on its new online home.
In both cases, my role extended from conceptualization to execution, ensuring that the redesigned gift cards remained true to the brand identity while offering a delightful experience for recipients.
