How do you do the complex work of revitalizing a brand left for dead?

You start with the basics: What are we about?

CONCEPT: What if we didn't run from our "weaknesses" against Amazon? What if we made them our strengths? Let's build equity in our market differentiator: our Blue Shirts. We're about conversation and possibilities. Not just price. 

THAT MEANS:

• Updating the tag line.

• Bringing sophistication to the logo

• Minimizing the yellow tag. 

• Emphasizing the blue shirt. 

• Embracing simplicity in conversation.