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Best Buy x Nex
Best Buy x Nex
Best Buy x Nex
Best Buy x Nex
Company
Company
Nex
Nex
Partner
Partner
Best Buy
Best Buy
Justman
Justman
Role
Role
Creative Director
Creative Director
Context
Context
I led creative direction and production for Best Buy’s in-store corrugate displays promoting Nex Playground, working closely with the VP of Marketing to align retail strategy, brand storytelling, and overall launch goals. I designed and prototyped fixture concepts in SketchUp to support partner approvals and manufacturing requirements, in addition to setting up print mechanicals.
I led creative direction and production for Best Buy’s in-store corrugate displays promoting Nex Playground, working closely with the VP of Marketing to align retail strategy, brand storytelling, and overall launch goals. I designed and prototyped fixture concepts in SketchUp to support partner approvals and manufacturing requirements, in addition to setting up print mechanicals.
Problem
Problem
Retail specs shifted constantly. Shelf real estate changed late in the process, partner requirements evolved round-to-round, and vendor limitations forced multiple adjustments to structure, sizing, messaging, and RTBs. What was originally a June/July closeout stretched into October.
Retail specs shifted constantly. Shelf real estate changed late in the process, partner requirements evolved round-to-round, and vendor limitations forced multiple adjustments to structure, sizing, messaging, and RTBs. What was originally a June/July closeout stretched into October.
Process
Process
I explored and prototyped multiple fixture directions in SketchUp, adapting them across roughly 25 review cycles. I worked directly with the VP of Marketing, Best Buy partners, and manufacturing vendors to refine form, hierarchy, and compliance while keeping the display easy to assemble and visually clear on the floor.
I explored and prototyped multiple fixture directions in SketchUp, adapting them across roughly 25 review cycles. I worked directly with the VP of Marketing, Best Buy partners, and manufacturing vendors to refine form, hierarchy, and compliance while keeping the display easy to assemble and visually clear on the floor.
Impact
Solution
Impact
A final corrugate display system that balanced Best Buy’s strict retail standards with Nex’s brand needs—compact, readable, on-brand, and approved across all stakeholders.
A final corrugate display system that balanced Best Buy’s strict retail standards with Nex’s brand needs—compact, readable, on-brand, and approved across all stakeholders.
Gaming
Gaming
Experiential, Packaging & Environmental Design
Experiential, Packaging & Environmental Design
Credits
Director, Retail Marketing
Director, Retail Marketing
Alex Kwok
Alex Kwok
Visual Merchandiser
Visual Merchandiser
Aileen Nunez
Aileen Nunez
VP, Marketing
VP, Marketing
Paul Dixon
Paul Dixon
