2005, Geek Squad, the previously independent Minnesota-based company with a rich history, never felt at home among the grey black and yellow of the Best Buy customer service desk.

I designed and successfully campaigned to roll out a branding refurbishment to Best Buy stores, my own store being the prototype. 

The project’s purpose to raise the Geek Squad services to the level of a premium brand was accomplished. The refurbishment proved successful in increasing both sales and productivity.