case studies
Indigo
Locations
Canada-wide
Industry
Retail
Services Provided
Brand Standards Consulting, Project Delivery & Rollouts, Sign Removal
What JD Delivered
JD manages signage across all the banners under Indigo — Chapters-to-Indigo conversions, Indigo stores, flagship stores, and Indigo Spirit. After years of logo testing — day and night black, perforated vinyl, and different temperatures of lighting for the white logo — JD consulted and drove the process to settle on Indigo’s brand standards. On Chapters conversions, JD sets and drives the changeover timeline, guides execution of the brand changeover, and removes the old book-shaped Chapters signs along with all the outriggers left behind.
Rollout Scope
All of the banners under Indigo are managed by JD, from Chapters-to-Indigo conversions to a few recent, notable flagship stores including the Indigo store at The Well, the Indigo Spirit store at Don Mills, and the new Indigo store at Markville Mall.
Challenge Solved
Indigo did years of testing on their logo to determine how they wanted it to look. JD consulted and drove that testing to a final specification — a settled lighting temperature on the white Indigo logo at 6500k, with no halo lighting and no black perforated vinyl. Chapters conversions add their own effort: the old book-shaped signs take significant work to get off the building, including removing all the outriggers that remain behind.
Outcome / Result
Indigo is one of JD’s biggest and best partners. JD manages all of Indigo’s banners and drives the timelines on its store conversions.
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