SM Appliance Center is the leading consumer electronics retailer in the Philippines.  Like many successful retailers over time, a positioning and re-branding exercise became necessary.  To support the group wide upgrade initiatives of the SM, the largest retailer in the Philippines, SM Appliance Center had to evolve to the next level.

Although sales had grown steadily over time, new merchandise categories were not being introduced in any meaningful way to encourage their customers to upgrade their lives by embracing these new technologies. rkd retail/iQ developed a new plan type that effectively created product worlds for brown lines, white lines and introduced a new "digital world" category.

In addition to the new plan type, a contemporary design concept was developed with simple clean details and materials to highlight the merchandise from a residential point of reference.  All levels of communication were carefully considered for clarity of category, brand, product benefit, technology and service policy under the re-branding program.

rkd retail/iQ was responsible  for the strategic brief and all creative expressions of the retail concept, retail planning + design, brand, retail and environmental graphics, construction documentation and retail implementation guidelines.  rkd retail/iQ is currently implementing the program across multiple locations.