The Situation

Each year, Big Lots hold a two-day event for associates from corporate, as well as leadership from the field. This event aims to review goals from the previous year, course-correct if needed, and energize and excite the associates for the year to come. In addition to a series of guest speakers, lectures, videos and coaching from CEO, David Campisi, this event will unveil their new, whimsical store design.

LaineGabriel has been asked to partner with the Big Lots event team, and create the branding for the 2017 meeting using the theme, One Big Family.

The Objective

Create an event identity using this year's theme, One Big Family. Execute the identity through a logo, showing extensions of the theme through stage design and other event elements i.e., signage, event giveaways, print materials, video threads, etc.

Design Concepts

One Big Family – Road Trip

Roadside motels, crammed backseats, diner dinners, open windows, endless miles. Nothing makes us think of family time quite like a road trip. In this concept, we use the familiar experience of driving cross country with the ones we love as a platform for uniting our Big Lots family. With references to travel, destinations, the sights that are just ahead of us and the new experiences just around the corner, we create a collective anticipation for what’s next and the fun that comes from experiencing it together.

Logo Design

This retro-inspired logo uses a classic symbol of road tripping – a VW bus – to evoke the feeling of traveling together. Large, sweeping typography emphasizes the word “family,” while the shape of the logo itself is reminiscent of road signs as well as travel stickers and destination patches – and could be used to create these items for associate giveaways.

Logo Alternate

A more modern approach, this logo speaks to the present-day adventurer. It incorporates symbols of travel and geography, as well as clean typography, in a more open format that still evokes the feeling of hitting the road and traveling to the future, together.

Theme Elements

Stage Design

Layered screens create a motion filled environment with bordered Instagram-like images and panoramic screens. Poster screens deliver the pertinent information for each speaker in a stylish presentation.

One Big Family – Family Tree

Every family has a unique story to tell. Generations of people and experiences create this story and lead you through your life. In this concept, we take this story — this family tree — and it’s representation of our deep rooted history, our shared ancestry, and our constantly growing family, as the platform for exploring what makes us one big, Big Lots family. With elements of museums and homage to discovering ones ancestry, we remember where we came from, celebrate what brought us to where we are today, and excitedly look forward to what the future holds for us together, as One Big Family.

Logo Design

This modern logo uses a clean illustrated tree as the centerpiece, showing how we are all connected and constantly growing as a family.

Logo Alternate

An alternate horizontal version of the logo places the emphasis on “big” instead of “family.”

Theme Elements

Stage Design

Welcome to the museum of Big Lots! Take a look back at our ancestry as well as our future, as we explore what makes us who we are. The stage is designed to look like a DNA installation at a museum, with curved screens, layers of photographs and interactive elements.

One Big Family – The Show

From the very beginning, families have been at the heart of television. Family sitcoms have graced our screens for decades, while living rooms have always been a place for our own families to come together for entertainment. In this concept, we pay tribute to television history by creating a live studio audience experience around the theme of our own show. With bright lights, cameras, and all of the action one would expect from live TV, we share in laughter and look toward the future as One Big Family.

Logo Design

A retro-inspired television set carries the “One Big Family” theme in this logo that speaks to the idea of ‘The Show” in a bold, graphic way.

Logo Alternates

Alternate options incorporate the theme of “The Show” in different ways. While all play off the shape of the retro TV, we have presented options that change the hierarchy and structure of the messaging.

Theme Elements

Stage Design

Welcome to the soundstage for One Big Family, The Show. The stage is designed to look like the soundstage of a popular TV program, where the characters move freely between the home and the store. Laugh tracks and applause signs are integrated into the scene, and the MC can serve as the warm-up.

Jennifer’s set showcases the usage of products and the store set showcases the new, whimsical design. Moving between them allows true store to home storytelling.

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