Sam’s Club Digital Rebrand Visual Exploration

The goal of this project was to create a fresh, modern look and feel for the Sam's Club brand, specifically developing a more relevant and current digital experience that will speak to existing customers and attract new customers. With the customer experience at the center of this project, a larger effort to redesign samsclub.com and (re)develop its current and new digital properties was soon to follow. This project was the first step (of many) in the larger redesign of samsclub.com.

CONCEPT ONE: SAVINGS MADE SIMPLE
This design is clean, direct and modern. It blends structured grids with strong fields of color to create a system that is easy to scan but friendly and engaging. It brings the product up front, as the hero of the website. The use of textural photos allows the user to feel as if they are inside of the experience, much as a member would browsing in the Club.

CONCEPT TWO: IN THE CLUB
This design is aspirational, classic, and has a more special quality to the way it presents the product. This concept relies on a more neutral palette, using pops of color to call out special offers and interesting details. The photography is situational, using a more natural style of photography to allow the user to imagine themselves in the experience.

CONCEPT THREE: HAPPY TO HELP
This design features an offset grid that is playful and drives exploration. It brings a feeling of warmth and fun. The idea is for the designs and content to be more conversational and personal. The seasonal, extended color palette blended with the core brand color palette reflects the everchanging nature of the Sam’s Club product catalog. The photography is highly saturated, colorful, and shown in macro, relying on the art of the crop to bring the photography to life.

Kate Addiego, Creative Direction
NURUN, Creative Direction