Global Retail Branding

Our holistic rebranding approach resulted in a total transformation of the PX/BX stores into The Exchange, emotionally connecting with shoppers across every touchpoint of the brand experience from physical to digital.

New Architecture and Interior Design.

The store environment was reinvented from the inside out, using a new intuitive layout that organizes the store in the way shoppers think.

The store design was created by a joint team effort lead by our partners Chute Gerdeman, a world acclaimed retail store architecture and interior designers

BEFORE rebranding
AFTER rebranding

Designing a new intuitive brand experience that supports the way The Exchange shoppers think while shopping

AFTER customer centric design
AFTER outdoor lifestyle destination
AFTER electronics in-store destination

Apparel Design

We rebranded twelve consumer product lines, including eight clothing lines and four household goods lines, to compete one-to-one with the national brands that consumers seek.


We created advertising to both elevate The Exchange stores and to advance each exclusive brand. The campaigns promoted sales while educating the soldiers about the true mission of the store...to give back 70% of profits to fund military family services.

Website and Social Media

Our team created a social destination for military families around the globe that was in tune with their unique lifestyles. The intuitive web site and shopping portal added convenience to families who live in some of the most inconvenient ways, in order to support and protect America.

In addition, the store design garnered awards from three of the retail industry's most prestigious organizations. The Retail Design Institute recognized The Exchange with its Legion of Honor as the top large store format store design. Chain Store Age recognized The Exchange as first-place winner in the Discount/Mass Merchant category in the "Store of the Year Awards". Additionally, the Association for Retail Environments (A.R.E.) Design Awards recognized The Exchange for excellence in retail design, originality in the use of space and materials, and quality in executing the total concept at Global Shop.

Created By
Buffalo Jump Design

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