Circuit City

Overview

A solo rebranding initiative for Circuit City, transforming it from a traditional electronics retailer into a modern hub emphasising refurbished electronics, DIY repair workshops, and sustainability.

Problem

Circuit City collapsed in 2008 due to outdated strategies and Best Buy competition. The goal was to revive the Circuit City brand with a new business concept, brand identity, and customer experience — pivoting toward refurbished electronics, sustainability, educational workshops, and circular economy models.

Target Audience

Primary demographic: North Americans aged 18–45 and their children.

Personas developed:

• Sarah — 33-year-old single mother seeking affordable refurbished laptops. Journey focused entirely on digital touchpoints.
• Carlos — 20-year-old computer science student wanting affordable phone repair and community connections. Journey included physical store visits, employee interactions, and in-store amenities.

Process

Customer Journey Mapping
Two distinct journeys were mapped — Sarah's digital-only experience and Carlos's combined digital and physical store experience.

Grid System
Experimented with modular and column-based grids, ultimately selecting a column grid system for clarity and visibility.

Visual Identity

Colour Palette:

• Primary Blue — #0C356A
• Accent Yellow — #FFC436
• White — #FFFFFF

Typography:

• Logo / Headers: Orelega One (serif)
• Body Text: Radio Canada (sans-serif)
• Quotes: Tiro Bangla (serif)

Logo: Simple and easily recognisable, suitable for merchandise while reflecting store values.

Key Takeaways

• Customer journey mapping reveals overlooked aspects of the experience
• The project served as skill-building for visual design execution
• You have to know exactly who you are designing for and what their problems are

Future Improvements

• User research to validate assumed personas
• Physical store interior design for the repair experience

Tools

Figma, Wireframing, Design Thinking, Prototyping