Ross J Colgan

CVS Animated Store Signage


Signs don't sell products.


But they can inform, inspire, and lead shoppers further down the funnel to convert.


So we built a signage system that encourages shoppers to slow down, de-stress, and discover their new favorite products and services.

AGENCY:

(add)ventures


CLIENT:

CVS


STAKEHOLDERS:

CVS Marketing, CVS Retail Signage, CVS Legal team, CVS Clinical team.


MY ROLE:

Partnering with another writer on copy and content strategy, working with designers and animators on concepting and visual storytelling, working with our CVS clients to interrogate briefs and refine messaging


CHANNELS:

Regional television

BACKGROUND:


CVS launched a health-focused concept store in 2023. The store was designed to express a calm, airy atmosphere with white fixtures and light wood slat walls. Merchandising focused on vitamins and supplements, feel-good beauty buys, and better-for-you snacks.


Our job was to create content for the 12 screens that lined endcaps throughout the store.


Research shows that shoppers are mission-oriented and will only browse after their initial mission is complete.


We delivered a cohesive system with 40+ assets that lets shoppers linger after they've completed their mission, providing atmosphere and advertising for CVS initiatives and wellness-minded brands.

Creating cohesion

We designed our animations to promote a calm, cohesive atmosphere with smooth, synchronized transitions.

CVS initiatives

An example of the complete cycle of animations on one of the 12 screens focused entirely on CVS services and initiatives.


Animations feature CVS’s premium savings membership, pickup and delivery options, product testing practices, delightful segues and moments of calm.


Flonase &

U by Kotex

Typical ads for the store balance each brand’s messaging with the store’s wellness priorities in brisk, 10-second time slots. Any benefit claim had to be approved by both clinical and legal, so we softened language for compliance (never “relief," always "relief support” for example).

BETR,

Cora &

CVS

Some ads had longer time slots, allowing us to tell more complicated stories.


At 0:40 seconds, our BETR Remedies and Cora spots tell an integrated story about their altruistic brands.


At 0:30 seconds, our CVS app spot has room to explain specific app features.

MiraLAX & Alani Nu

For the MiraLAX ads, we built a travel theme around digestive health.


For Alini Nu, we focused on nutrition and health benefits with a mix of aspirational lifestyle imagery, product photography and taste appeal.