The GameStop brand, and customer brick and mortar experience, needed an overhaul. This meant a complete redesign of the corporate IR web site, store navigation, signage, packaging, in-store advertising, brand visual language, customer interface at the store level, and an updating to their loyalty program's (PowerUp Rewards) look and feel. The main identity, along with its extensions were also updated. Other efforts included overseeing new store concepts (GameStop Kids and BuyMyTronics), along with graphic management of GameStop's partner brands (AIO, ATT, SimplyMac, etc.).