Retail Style Guide

As Specialized branded retail locations grew around the world, we needed a more consistent way to express the brand and create a cohesive rider experience across different stores and markets.

Developed in collaboration with the Visual Merchandising and Brand teams, the Retail Style Guide established a comprehensive framework for designing and planning Specialized retail environments. It brought together the physical expression of the brand with the strategies, systems, and experiences needed to create a consistent retail experience.

The guide covered everything a store designer or planner needed to develop a new store or refresh an existing one, from floorplans and space planning to materials, finishes, store zones, customer engagement, and retail marketing.

I contributed to the development of the guide across its sections, with specific ownership of the Retail Marketing strategy.

A selection of pages from the guide is shown below to give a sense of the framework, structure, and visual approach. Details have been edited or omitted to protect proprietary information.