GESTALT / STORIES

GEEK SQUAD

- Brand Strategy + Store Launch + Design

GEEK SQUAD – DNA / IT Service

Geek Squad – We’ll Save Your *ss

There was a time when GEEK SQUAD was a small company with one location after ten years. Best Buy purchased them in 2002 for $3M dollars. The goal was to test the local market and, after success, scale to 900 stores nationwide and beyond. GESTALT was brought in to deliver on that challenge.

FOCUS: Build an iconic brand to inspire consumers and IT professionals to join the mission

IDENTITY

PHOTOGRAPHY
  • GEEK SQUAD had no digital assets but a logo
  • GEEK SQUAD had no photography
  • GEEK SQUAD had no website
  • GEEK SQUAD had no marketing materials

IMAGE

REAL AGENTS – NO MODELS
  • All GEEK SQUAD agents were shot as themselves
  • Photograph a genetic profile of each GEEK SQUAD agent
  • Use the authenticity of real agents to create the brand
  • Use black-and-white for easier color correction

STRATEGY

PERSONALIZED EXPERIENCE
  • Each agent brings their personal perspective
  • Each agent brings their personal expertise
  • Each agent brings their personal knowledge
  • Each agent brings their personal processes

GEEK SQUAD – Brand Strategy / Product Strategy / Investor Strategy / Patent Strategy / Identity

Building a brand to humanize the Geek Squad and launching it into the iconic global brand it is today.

BEST BUY had given up on the Geek Squad after purchasing it, positioning it as NASCAR for computers. It failed. We took a different approach with a focus on the culture of the agents.

LEARN MORE ABOUT GESTALT’S IN-DEPTH GEEK SQAUD VISUAL STRATEGY.

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GEEK SQUAD – Brand Interaction Strategy Guide – Photography Emphasis
GEEK SQUAD – Brand Interaction Strategy Guide – Photography Emphasis

SALES SOARED, FROM $3 MILLION TO AN ASTOUNDING $1 BILLION IN JUST TWO YEARS.

THIS MARKED THE HIGHEST FIGURES IN BEST BUY’S HISTORY.

GEEK SQUAD – Advertising Campaign – Traditional + Outdoor

GEEK SQUAD – Advertising Campaign – USA TODAY
GEEK SQUAD – Advertising Campaign – Outdoor
GEEK SQUAD – Advertising Campaign – Outdoor
GEEK SQUAD – Advertising Campaign – Outdoor

BEST BUYS GOAL WAS TO RAISE AWARENESS IN 12 WEEKS FROM 3.2% TO 6.9%; WE INCREASED IT TO 14.1%. THE CAMPAIGN WAS SO SUCCESSFUL IT CRASHED THE CALL CENTER 3 TIMES, AND THE MEDIA BUY HAD TO BE PULLED ON 3 DIFFERENT OCCASIONS.

THESE ARE THE MOST SIGNIFICANT NUMBERS EVER RECORDED IN BEST BUY’S HISTORY.

GEEK SQUAD – Advertising Campaign – Bus Wrap “ YOU HAVE THE RIGHT TO: READ MORE NOVELS AND FEWER MANUALS. “
GEEK SQUAD – Advertising Campaign – Bus Wrap “ YOU HAVE THE RIGHT TO: EMAIL YOUR DAUGHTER FROM THE BACK YARD. “
GEEK SQUAD – Advertising Campaign – Bus Wrap
GEEK SQUAD – Advertising Campaign – Bus Wrap

MTC REQUESTS AN EXTENSION OF SIX MONTHS FOR THEIR BUS WRAP ADVERTISING CAMPAIGN WITH BEST BUY, A COMPLIMENTARY SERVICE VALUED AT $180K, FOLLOWING A SURGE IN SALES CORRELATING WITH GEEK SQUAD’S ADVERTISING CAMPAIGN.

THIS IS UNPRECEDENTED IN THE HISTORY OF MTC, BEST BUY, AND GEEK SQUAD.

GEEK SQUAD – Custom Branded Photography

GEEK SQUAD – “Patrol Hangout” – Custom Photography by Jeffery P. Ess
GEEK SQUAD – “Stance” – Custom Photography by Jeffery P. Ess
GEEK SQUAD – “On Alert” – Custom Photography by Jeffery P. Ess
GEEK SQUAD – “On Patrol” – Custom Photography by Jeffery P. Ess
GEEK SQUAD – “Ready For Action” – Custom Photography by Jeffery P. Ess
GEEK SQUAD – The Mobile Fleet
GEEK SQUAD – The Mobile Fleet Timeline @ Minnesota History Center
GEEK SQUAD – The Mobile Artistic Wrap

GEEK SQUAD – Digital + Comic Book Microsite

GEEK SQUAD – Digital – Website + Microsite
GEEK SQUAD – Digital – Agents in Action Microsite
GEEK SQUAD – Digital – Agents in Action Microsite – 3D Rendered Comic Book Environment
GEEK SQUAD – Digital – Agents in Action Microsite – 3D Rendered Environment

GEEK SQUAD – Environment

GEEK SQUAD – Environment – Geek Squad Precinct Located in Best Buys Globally
GEEK SQUAD – Environment – Geek Squad Precinct Located in Best Buys Globally
GEEK SQUAD – The Mobile Fleet + Manhattan Launch with Repelling Agents in Times Square
GEEK SQUAD – Breakaway Tie, Badge, White Socks

THE PHOTOGRAPHY INSTANTLY BECOMES THE HEART AND SOLE OF THE BRAND FOR ALL 900 STORES IN THE U.S. AND CANADA.

ALL PRINT, DIGITAL, ADS, P.O.P. DISPLAYS, OUTDOOR/INDOOR SIGNAGE AND PACKAGING.

“I have built two world-class companies with GESTALT. They are worth every penny.”

WANT TO LEARN MORE ABOUT GESTALT’S IN-DEPTH BRAND AUDIT + BRAND LAUNCH STRATEGIES?

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