Evolution of the outlet.
Before Sears Hometown and Outlet Stores were sold to American Freight, they were small hardware and appliance stores operated by independent retailers that sold discounted and discontinued home appliances, lawn and garden equipment, apparel, mattresses, sporting goods, and tools. Multiple was brought in to help define what was possible from a branding and marketing perspective across 126 stores located in 49 states and Puerto Rico.
Project Planning, Research, and Discovery
The engagement began with client meetings and site visits with leadership and franchise owners, supported by research, consultation, writing, design, and project management throughout the process. We conducted an internal and competitive audit, reviewing existing research, data, and current brand and creative assets to establish a clear baseline. This included an initial evaluation of brand awareness, market perceptions, and the strength of customer and brand equity within the existing name, nomenclature, and visual identity.
Brand Positioning
Based on these insights, we documented and presented our findings, along with an initial recommendation for brand architecture and overall strategy. From there, we explored multiple approaches to naming and nomenclature, as well as corporate identity and tagline development. In parallel, we developed initial positioning and messaging concepts to articulate the brand’s future direction clearly.
Visual Strategy
To bring the strategy to life, we developed visual brand strategy concepts. These proof-of-concept presentations explored the future look, feel, and messaging across key brand touchpoints — including signage, pricing models, digital advertising, employee uniforms, flyers, website, fleet graphics, and interior store concepts, at a high-level, exploratory stage. The work included extensive store audits, with a focus on efficiently repurposing existing fixtures, signage infrastructure, and store-wide elements.
Brand Execution
The Discount Factory brand platform was fully executed, needing to be ready to deploy to printers and signage partners while legal due diligence was underway. While waiting on final legal approval, American Freight stepped in at the last minute, acquired Sears Outlet, and incorporated it into their own brand.
The engagement spanned six months and required working under critical legal deadlines, creating a strong sense of urgency. The approach strikes a balance between flexibility, efficiency, and creativity, with a particular focus on pricing transparency and in-store clarity.
Special thanks to Gregory Miller Pictures for use of lifestyle imagery.