The Kmart Project


This was huge. The biggest project of my Vanderbilt studies in corporate strategy was this plan to reinvent the once-giant retailer as a family-forward, conscious shopping experience. With my colleague Logan Wilke, I developed a new business model, visual identity, web and mobile assets, and programs that we determined through our research were the best ways to revive a failing company. This project, initially meant to be an academic exercise for Art Johnsen, was eventually in the hands of Kmart CMO Kelly Cook.