Our holistic rebranding approach resulted in a total transformation of the PX/BX stores into The Exchange, emotionally connecting with shoppers across every touchpoint of the brand experience from physical to digital.
Rebranding AAFES: creating a world class shopping destination for military families
Buffalo Jump Design is a premier multidisciplinary design studio with extensive expertise across digital, environmental, promotional, and branding design.
Transforming PX/BX into The Exchange
In partnership with Chute Gerdeman and JLL, our holistic rebranding strategy completely reimagined the PX/BX stores, creating The Exchange — a brand that fosters a deeper emotional connection with shoppers across every touchpoint, from physical retail spaces to digital interactions.
Our Role:
Global Rebranding – A comprehensive overhaul of brand identity and positioning.
Competitive Audit – In-depth analysis of market trends and industry competitors.
Focus Groups – Direct consumer insights to refine brand perception.
Consumer Research – Understanding shopper behaviors and preferences.
Brand Strategy – Defining a clear, compelling brand vision.
Concept Development – Crafting a cohesive design and messaging framework.
Naming – Developing a distinctive and memorable brand name.
Brand Development – Establishing core visual and verbal identity.
Advertising Campaign Development – Strategic marketing initiatives to amplify reach.
Through this collaboration, we transformed The Exchange into a dynamic, consumer-focused brand that resonates with shoppers at every level, reinforcing its relevance in today’s competitive retail landscape.
