JCP Store Graphics Operations
My Role: Associate Creative Director for Store Graphics
Coming out of bankruptcy with new owners, JCP’s store visuals department had been stripped of organization, guidelines, and department leadership. It was running on auto-pilot with one designer outputting the majority of work on an item-by-item basis. I was challenged with elevating store graphic design, but first I needed to establish a sustainable department design and production program.
Research:
My first 6 months were spent getting to know the team and understanding the current state of work. There was no documentation or training guidelines, so learning had to be conducted through trial and error and lots of questions. Through interaction with production, IT, senior designers, and primary stakeholders, I realized existing documentation was spread out across different servers and needed to be updated.
User guides
Sign Inventory
Actions:
Updated flow of production process to include design/research phase
Set folder hierarchy in workflow tool and partnered with project management on how to use it
Established prototype ordering process with procurement
Connected with print production and vendor partners to improve art file upload speads and proofing
Created training videos on how to do design/production tasks
Cross-trained designers from other departments to prepare for resourcing during busy times
Created an inventory guide of signage sizes and materials
Updated templates with style sheets and specifications
Results:
An inventory guide supported by accurate templates that any designer can use to start core store visual design projects
A clear folder hierarchy in Workfront (workflow tool) so that leadership and project management can access the latest proofs
Process with cost estimates at scale for prototyping so that leadership can make informed decisions on ROI
Timelines for design and/or production
Reflection
I love to design and get a lot of satisfaction supporting a team of creative individuals, but it requires foremost a good foundation for the team to rely on. I’ve learned that expectations must be established for a design department to function smoothly, and a clear workflow with supporting guidelines are essential for its success.