HMV AT TOYS”R”US

Following the acquisition and Canadian relaunch of HMV, I worked closely with the Creative Director to reintroduce this iconic music and pop culture brand inside Toys“R”Us stores across the country. As the intermediate designer, I played a central role in reimagining the HMV identity by modernizing its visual style while preserving its cultural legacy. A key part of the project involved creatively merging the two distinct brands into a unified "TRU HMV" presence, which required thoughtful brand integration and strong visual storytelling.

To help generate excitement and drive traffic, we launched a high-impact Eras Tour contest activation. I designed promotional materials and in-store signage that captured the energy of the campaign and connected with music fans, especially Swifties. This initiative, along with the refreshed brand design, helped position TRU HMV as a vibrant and relevant destination for music and pop culture within the Toys“R”Us retail environment.