With its sales slipping The Limited changes the behavior of customers by refreshing its image

Scope: Changing the shopping habits of your customers is not easy; the Limited was facing that challenge when it learned customers were
walking directly to back of store sales racks for bargains ignoring new merchandise at full price. The brand's image needed to change in order to change the mindset of shoppers from "price discounter" to "style value".

Role: Part of my job as Creative Director at Intuit was to review how core businesses were using (or not using) design to their advantage. In 2003 I drafted visual and brand guidelines for the business unit and redesigned most of the marketing materials in use. The 2003 and 2004 evaluation kits were redesigned with an eye to cost per unit, the goal being get the best for less.

Results: Customer reaction to the new store look resulted in same store sales increases of 4%. The success of repositioning the Limited brand allowed Ed Razek and our team to move on to reposition Victoria's Secret to its current look. I was able to participate in those initial efforts and learned a great deal from Razek, whom I
consider a mentor.