I brought an old American retail giant back to life.

Circuit City collapsed in 2008 due to outdated strategies and fierce competition from Best Buy. My proposed revival pivots the brand towards the growing refurbished electronics market, layered with educational workshops and a community hub for tech enthusiasts: a circular economy model rather than a pure retail model.

The target demographic is younger North Americans aged 18 to 45, plus their children for weekend workshops. Sarah, a 33-year-old single mother, needs an affordable laptop for her son. Carlos, a 20-year-old CS student, needs affordable phone repair and new social connections. These personas, built from competitor research, guided the customer journeys and touchpoints.

I sketched two customer journeys: Sarah's purely digital path towards buying a refurbished laptop, and Carlos's hybrid journey visiting the store, interacting with staff, and buying coffee at the in-store café. Seeing them side-by-side made clear which touchpoints needed design love, and which could stay lightweight.

I wanted to move away from the original red/black/white scheme and find something more grounded and friendly. I oscillated between experimental, editorial grids and stiffer corporate layouts, and landed on a column grid system that prioritized clarity and scannability without losing personality.

I explored pastels, neon, and even an avant-garde palette before settling on a blue / yellow / white scheme. Despite the surface similarity to Best Buy, Circuit City's shift to repair, education, and refurbished tech differentiates it clearly. The logo leans on the playful yet sophisticated 'Orelega One' serif; body text uses the legible 'Radio Canada'; quotes pick up 'Tiro Bangla' for warmth.