Verizon stores offer a multitude of brands, with products that appeal en masse, as well as higher-end products for discerning consumers. While the products themselves are not ownable, the store environment is. The brand refresh serves to create an immediately recognizable, ownable experience for Verizon stores. A new visual identity that brings clarity, purpose, and excitement to stores was developed. The simple accent visual identity is a playful yet premium collection of visuals. Products stand out in a simple, abstract environment, inspired by the high-end fashion industry. Each scene plays with gravity, feels light and fantastical, and ties entirely different products and everyday activities together in a consistent execution across the store interior. With a large legacy retail portfolio of over 1,700 stores, the brand refresh aligns the store merchandising strategy and presentation across the different store concepts.