Rebranding & Pop-Up Shops: Small Businesses and Brand Experience
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Iowa State University Capstones, Theses and
Creative Components Dissertations
Summer 2021
Rebranding & Pop-Up Shops: Small Businesses and Brand
Experience
Erendira Gonzalez
Iowa State University
Follow this and additional works at: https://lib.dr.iastate.edu/creativecomponents
Part of the Graphic Design Commons
Recommended Citation
Gonzalez, Erendira, "Rebranding & Pop-Up Shops: Small Businesses and Brand Experience" (2021).
Creative Components. 852.
https://lib.dr.iastate.edu/creativecomponents/852
This Creative Component is brought to you for free and open access by the Iowa State University Capstones,
Theses and Dissertations at Iowa State University Digital Repository. It has been accepted for inclusion in Creative
Components by an authorized administrator of Iowa State University Digital Repository. For more information,
please contact digirep@iastate.edu.
Rebranding & Pop-up Shops
by
Erendira Gonzalez
A creative component submitted to the graduate faculty in
partial fulfillment of the requirements for the degree of
MASTER OF ARTS
Major: Graphic Design
Major Area of Specialization: Environmental Graphic Design
Program of Study Committee:
Taekyeom Lee, Major Professor
Ann-Marie Fiore
Daejin Kim
Iowa State University
Ames, Iowa
2021
Copyright © Erendira Gonzalez, 2021. All rights reserved.
Table of Contents
ABSTRACT.......................................................................................................................3
CHAPTER 1. INTRODUCTION.........................................................................................4
Project Purpose......................................................................................................4
Small Business: EG Boutique................................................................................5
CHAPTER 2. LITERATURE REVIEW..............................................................................7
The Rise of Pop-up Retail......................................................................................7
Selling the Extraordinary in Experiential Retail Stores...........................................8
The health and wealth of US counties: how the small business
environment impacts alternative measures of development..................................9
REFERNCES…………………………………………………………………………….….…12
CHAPTER 3: DESIGN PROCESS......................................................................................13
2
ABSTRACT
Branding is a powerful tool that is used by small businesses to connect
emotionally with customers and to create lifelong relationships. The way a brand is
looked at determines its success over a period of time. Pop-up stores have the ability to
bring awareness of businesses, big or small, to current and new customers. It is a way
to give an audience a unique and personalized experience while shopping.
The goal of this project is to accomplish a new brand identity for a small business
and apply the brand to a pop-up shop setting. Through literature review, graphic design,
retail design and rebranding, a new identity has been created to represent a small
business brand and build awareness to the target audience. The brand identity has
been applied to a pop-up shop to generate impact and create a brand extension. The
goal of a pop-up shop is to bring brand awareness to current and new customers and to
be temporary which results in a short-term commitment. These short-term stores can
give the intended audience a unique and personalized experience. They can also be
open in one location and for a limited time, from a few days to a year (Ann Marie Fiore,
2007).
3
INTRODUCTION
Purpose of Research
The purpose of this creative component is to explore small businesses, create a
brand identity and how we can apply it to a physical space like temporary retail stores.
Small businesses are essential to building strong relationships with its surrounding
communities, fostering the local economy, and providing jobs that are more meaningful
with greater job satisfaction compared to large corporations.
Branding is not only crucial and effects the way businesses are perceived, but
also has effects on the consumers. People choose certain clothing, food, sport, and
many other categories that brands must choose to fall under. These businesses must
decide how they want to create lifelong relationships and build trust with their
consumers to be successful.
Pop-up up stores are a great way to connect with current and potential
consumers. These spaces can be cost effective and temporary while also bringing
brand awareness. Overall, the concept of temporary retail stores results in positive
impacts for businesses through experimentation and brand extension.
4
SMALL BUSINESS: EG BOUTIQUE
EG Boutique is a local small business that is currently online. Started in August
of 2020 during the COVID-19 pandemic, with the goal of empowering all through
clothing and accessories. As the pandemic continues, it has made a great impact on the
apparel industry and the ecommerce world. Many have turned to purchasing products
through online websites as an alternative to in-store shopping; due to the pandemic,
various services like fitting rooms are not available for use.
EG boutique began with the love of fashion and inspiration of making a positive
impact to all. EG stands for Empower Girls, which as previously stated, is a goal of the
business. The target audience is anyone from the late teens to mid-twenties, eighteen
to twenty-four. This age range can also be known as Generation Z. A generation that is
known to be more racially and ethnically diverse than previous generations (Parker,
Kim, 2021). The small business merchandise is aimed towards this certain age group,
but ultimately intended to be worn for anyone that loves it and wants to make a new
addition to their closet.
Another goal with the merchandise, is to have the buyer feel comfortable and
confident in their own body’s. As the owner of EG Boutique, I believe that the clothes
that one decides to wear should make you feel happy, feel good and look good. The
final brand, logo and graphics designed for this project are aimed to have a positive
outcome with the audience when interacting with it.
The design purpose and meaning of the logo and graphic mural applied to the
pop-up shop, is to show the diversity of not only the clothing, but the people that will
5
wear it also. As the owner of this small business, my goals are to have the audience feel
confident, empowered, and fierce in what they wear. Helping people and reminding
them to love themselves and their bodies, and that they are beautiful are important to
this brand and its very own coming of existence.
6
LITERATURE REVIEW
The Rise of Pop-up Retail: Investigating the Success of Experiential Design within
Pop-Up Stores.
Pop-up shops are now changing the way the traditional brick and mortar store
experience are. The idea of a pop-up shop is to provide a unique shopping experience
for current and potential consumers. Its success can depend on various elements; For
example, a strong brand identity will be established by having a well-designed interior
which, ultimately creates “high-touch experiences” (Steimer, 2017) for the audience.
Pop-up shops can push the boundaries of design because of the limitations they come
with.
Pop-up shops tend to remain open for a limited time. Leases and contracts can
range from a week to one year (Pomodor, 2013). There are also a variety of pop-ups.
Concept stores are focused on new collections or limited-edition products which trigger
brand awareness. Stores are designed around the product itself and can cause
memorable experiences for consumers to understand and connect with the brand.
Community stores tend to have a time range of one day to ten days. The goal of this
type of stores is to increase relationships with the consumers through a sense of
community. “Key strategies” in this type of pop-ups are used to enhance experiences.
Social events are one of many examples. Test-stores are used by businesses to test
new product or when the business is still new. It focuses mainly on promoting the
product and to observe metrics. Lastly, consumers are becoming more aware of
environmental issues and their roles. Sustainable stores are used by companies that
7
take environmental-friendly products into high consideration. Most of the time, these
companies are high-end and luxurious due to their goal of maintaining slow fashion.
Color, light, material, form, spatial layout, and display elements can have great
impact on the brand’s identity and the customer’s pop-up shop experience. When color
and light are utilized, they give brands the opportunity to create unique spaces like
“instagrammable areas”. Material and form are important because they shape and
enhance the overall experiences of the consumers. In a study case of brands, The
Arrivals, Mejuri and Self-Portrait, used cost-efficient materials to assemble and
dissemble their spaces quicker. This also gives them the opportunity of modularity
within their spaces. Spatial Layouts and Display Elements give consumers the
opportunity for further exploration. Depending on the overall layout plan, the spaces can
be divided within or be “free flowing” (Chen, Okken, 2020).
According to the literature, popup shops and temporary stores depend a lot on
communication and connection made with their consumers through their design and the
overall atmosphere that they create.
Selling the Extraordinary in Experiential Retail Stores
“Research has defined brand experience as a consumer’s set of subjective,
internal responses, such as feelings, sensations, cognitions, and behaviors, evoked by
brand-related stimuli” (Brakus, Schmitt, and Zarantonello 2009, pp. 413). Experiential
retail stores such as offline showrooms, pop-ups, and flagship stores strive to tell a story
through their spaces rather than just selling a product. Brand salience has great effect
on advertising and evokes positive brand-related behaviors. Additionally, “experiential
cues at a store may result in more positive brand experience when brand salience is
8
high” (Jahn et al., 1993, pp. 412). Comparing a typical store visit where elements are
created and controlled by the retailer, experiential retail stores have multiple, eye-
catching features that lead to improved brand experience.
As mentioned in the literature, research shows that recreational versus task-
oriented shopping evokes different reactions. “Consumers on a spontaneous shopping
trip are influenced more by a remodeled services cape than those who plan their trips in
advance (Brüggen et al. pp. 414). By contrast, consumers who plan their store visits are
more likely to rehearse and define their shopping behavior, thereby generating or
activating shopping scripts (Block and Morwitz 1999, pp. 414). They also might form
expectations of the brand touch point encounter (Lemon and Verhoef 2016), which
makes them less responsive to the store attractions” (Bucklin and Lattin 1991; Brüggen
et al. 2011, pp. 414).
Brand salience connects the brand and helps it stand out from its competitors. It
restrains the recollection of other thoughts, increases search performance, and brings
forth positive brand behaviors. With this, experiential cues at a store can have a greater
impact when brand salience is high.
Overall, an experiential brand experience has positive impact that can benefit a
company. It can result with purchase of products as well as in the future, cross-channel
purchase intentions which leads to brand buzz.
The health and wealth of US counties: how the small business environment
impacts alternative measures of development
This literature defines a small business as an establishment with zero to four
employees. Large manufacturing companies are defined as having 500 or more
9employees. “More recently, economic development strategists have shifted focus away
from efforts to attract external capital into making investments locally to stimulate the
creation of small businesses” (Edmiston, 2007, pp. 150). “This approach has been
fueled by statistics showing that from 1990 to 2003 the small-business sector was
responsible for 79.5% of US job creation” (Edmiston, 2007; U.S. Census Bureau,
Statistics of U.S. Businesses, 1990–2003, pp. 150). In this literature, we are told that
communities that have a strong entrepreneurial culture, will also have improved
economic outcomes including median household income, poverty, and income
inequality. It is contended that compared to large manufacturing plants and stores, small
businesses are immersed with their communities and invest in the advancement of
locals.
A crucial and important part of entrepreneurial culture is one having the capability
for a community to self-develop. “Self-development refers to an economic development
activity that requires investment of local resources to stimulate the formation of locally
owned business enterprises” (Green et al., 1990, pp.151). Having the concept of self-
development implemented into communities means that there is a higher level of
collective efficacy. This can also mean that the community themselves are determined
to solve their local issues within. “Collective efficacy requires a milieu of trust,
cooperation and local orientation” (Araya et al., 2006, pp. 152). The presence of
entrepreneurs creates collective efficacy because they help with the local economic
development. The experience and relationships they have collectively made, aids the
community. Communities can enforce their local norms regarding public behavior
through their social environment that contains high collective efficacy.
10Stated in the literature, it is suggested that collective efficacy may have influence
over health outcomes in the community. One being that the community can invest in
local health infrastructure. Studies show that community investment in local healthcare
has improved population health (Daly et al., 1998, Lynch et al., 2000). Another is
investing in educational programming, environmental safety, affordable housing, and
recreational facilities (Lynch et al., 2000, pp. 153). Community health programs depend
on what is already created among national, state, regional and local health authorities to
be successful; not all existing programs can help local health issues.
“Residents of communities with low collective efficacy experience higher levels of
stress due to the lack of social ties and social support” (Cohen et al., 2006, pp. 153).
High levels of collective efficacy result in members of the community participating in
local activities and encouragement of eating healthier foods also results from it.
In short, the literature’s findings tell us that a small business is important for a
community to develop. The impact of small businesses has more of an impact than just
job growth. A community with more local small businesses, will also result in a healthier
population.
11References
Blanchard C. Troy, et al. “The health and wealth of US counties: how the small business
environment impacts alternative measures of development.” Cambridge Journal of
Regions, Economy and Society, vol. 5, 2012, pp. 149-162
Chen, Cindy, and Okken Genesis. “The Rise of Pop-Up Retail: Investigating the
Success of Experiential Design within Pop-Up Stores.”, vol. 22, 2020, pp. 1-16
Christel de Lassus, Anido N. Freire. “Access to the luxury brand myth in pop-up stores:
A netnographic and semiotic analysis.” Journal of Retailing and Consumer Services,
vol. 21, 2014, pp. 61-68
Jahn, Steffen, et al. “Selling the Extraordinary in Experiential Retail Stores.” Consumer
Response to the Evolving Retailing Landscape, vol. 3, 2018, pp. 412-424
Parker, Kim, and Ruth Igielnik. “What We Know About Gen Z So Far.” Pew Research
Center’s Social & Demographic Trends Project, Pew Research Center, 2021,
www.pewresearch.org/social-trends//2020/05/14/on-the-cusp-of-adulthood-and-facing-
an-uncertain-future-what-we-know-about-gen-z-so-far-2/.
Surchi, Micaela, “The Temporary Store: A new Marketing tool for Fashion Brands.”
Journal of Fashion Marketing and Management, vol. 15, 2011, pp. 257-270
12REBRANDING &
POP-UP SHOPS
SMALL BUSINESSES AND BRAND EXPERIENCE
Iowa State University Erendira GonzalezCreative Component MAxGD Erendira Gonzalez
Previous EG Boutique Brand Kit
PAGE FOR CC
Font
#333840 #949397 Font used for
#DB9192 website #995D5C #EAE5E5
Avenir Next Regular
Avenir Next Medium
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Mind Map: Attributes
Caring Trustworthy
Successful
Honest
Positive
Strong Friendly
Passionate
EG
BOUTIQUE
Empower
Contemporary
Beautiful
Culture Diverse Trendy
Modern
Original
Confident
Supportive
Before sketching, I started with a mind map
of words I believe repsresent the brand
message well. Each of these words would give
me ideas of what elements the logo should
have.
15Creative Component MAxGD Erendira Gonzalez
Sketches
16Spring 2021 Iowa State University
Sketches
In the previous logo, a palm tree was used for
aesthetic purposes. It is an element I
wanted to keep and use in the future becuase
of its uniqueness. I also decided to continue
on with the use of a body like figure or
mannequin becuase of the variety of ways I
can portray diversity, body positivity and
empowerment.
17Creative Component MAxGD Erendira Gonzalez
Symbol Sketches
After deciding on the main elements for the
developement of the new logo, I did sketch
variations. Different shapes for the palm
leaves and mannequins were done before
moving into illustrator.
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Illustrations
Moving into Illustrator with the selected
sketch, I made various illiustrations using
different line work, shapes and sizes. After
critique, I decided that a solid form would be
beneficial for future brand application.
19Creative Component MAxGD Erendira Gonzalez
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Illustrations
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Page for CC
Illustrations
I continued to develop the design by testing
different line weights and shapes, a variety of
colors and spacing between each form.
21Creative Component MAxGD Erendira Gonzalez
Signature Research
LOGO SIGNATURE RESEARCH
Ariana Pro
EG Boutique EG BOUTIQUE
EG Boutique EG BOUTIQUE
EG Boutique EG BOUTIQUE
Avenir Ballon
EG Boutique EG BOUTIQUE EG Boutique EG BOUTIQUE
EG Boutique EG BOUTIQUE EG Boutique EG BOUTIQUE
EG Boutique EG BOUTIQUE
Atten Round New Chalkboard
EG Boutique EG BOUTIQUE EG Boutique EG BOUTIQUE
EG Boutique EG BOUTIQUE EG Boutique EG BOUTIQUE
EG Boutique EG BOUTIQUE
Acumin Pro Arial
EG Boutique EG BOUTIQUE EG Boutique EG BOUTIQUE
EG Boutique EG BOUTIQUE EG Boutique EG BOUTIQUE
EG Boutique EG BOUTIQUE
Calibri Brandon Grostesque
EG Boutique EG BOUTIQUE EG Boutique EG BOUTIQUE
EG Boutique EG BOUTIQUE EG Boutique EG BOUTIQUE
Asap Montserrat
EG Boutique EG BOUTIQUE EG Boutique EG BOUTIQUE
EG Boutique EG BOUTIQUE EG Boutique EG BOUTIQUE
Baloo
EG Boutique EG BOUTIQUE
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Signature Research
LOGO SIGNATURE RESEARCH CONTINUED
Cabrito Sans
EG Boutique EG BOUTIQUE
EG Boutique EG BOUTIQUE
Anago
EG Boutique EG BOUTIQUE
EG Boutique EG BOUTIQUE
EG Boutique EG BOUTIQUE
Source Sans Pro
EG Boutique EG BOUTIQUE
EG Boutique EG BOUTIQUE
Didot
EG Boutique EG BOUTIQUE
EG Boutique EG BOUTIQUE
Script Just Sunday
EG Boutique EG BOUTIQUE
Futura
EG Boutique EG BOUTIQUE
EG Boutique EG BOUTIQUE
Becuase a name was already chosen for the
brand, I started to research various typefaces
that would complement the logo well. After
careful review, I decided to use Montserrat
and Futura for the logotype.
23Creative Component MAxGD Erendira Gonzalez
EG EG
Final Logo Signature
EG
BO U T I
BOUTIQUEQ U E B O U
BOUTIQUE
T I Q EG
BOUTIQUE
BOUTIQUE
In order for both the signature and logo to
harmonize with each other, a few minor
modifications were made to the E in “EG”. A
slight extension was made in order to have
both E’s at the same length. A safety line was
also created so that there is balance
throughout the logotype.
24PAGE
SpringFOR
2021 CC Iowa State University
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Color
Original Color Palette
Primary Secondary
#333840 #949397 #DB9192 #995D5C #EAE5E5
#333840 #949397 #DB9192 #995D5C #EAE5E5
#333840 #949397 #DB9192 #995D5C #EAE5E5
BOUTIQUE
A color palatte was choosen from the original
BOUTIQUE palatte. Two shades of brown and pink were
choosen in order to keep similarities. The grey
BOUTIQUE tones were choosen from the Pantone color of
the year, Ultimate Gray. These colors are highly
used in trends which is important when
deciding who your audience will be and how
to keep a lasting relationship with them.
25Creative Component MAxGD Erendira Gonzalez
Logo
PAGE FOR CC
The final symbol is designed to be a
diversity of body shapes. The overall message
and brand essence is to be confident and
comfortable in your on bodies when wearing
the clothing; anyone is able to wear the
clothing pieces as long as you feel good.
26Spring 2021 Iowa State University
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Signature
BOUTIQUE
The signature was created so that the
audience can recognize the business behind
the logo. Two typefaces were used so that the
weight and curves can harmonize with the
logo.
27Creative Component MAxGD Erendira Gonzalez
PAGE
FinalFOR CC
BOUTIQUE
This is the primary brand logo with the
logotype. This shows the logo sitting above
the logotype.
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Dynamic Variations
BOUTIQUE
BOUTIQUE
BOUTIQUE
BOUTIQUE
BOUTIQUE
Ideally the primary version should be used
BOUTIQUE
when possible. The other variations can be
used when needed and placed on different
surfaces and locations. Different colors from
the color scheme can be used also
depending on placement of the logo.
29Creative Component MAxGD Erendira Gonzalez
Pop-up Sketches
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Pop-up Sketches
31Creative Component MAxGD Erendira Gonzalez
Pop-up Sketches
The pop-up store should be able to connect
back to the brand identity and provide a
unique experience to current and new
customers. When sketching and thinking of
ideas, I had to consider the modularity,
location of the pop-up, the weather and the
materials that will be used to build it.
32Spring 2021 Iowa State University
Moving Into SketchUp
Moving into SketchUp, I decided to directly
use the logo by making the walls the body
shapes. I believe this represented the logo
well becuase it gives wall a unique shape. I
played with various configurations in order
to follow the concept of modularity.
33Creative Component MAxGD Erendira Gonzalez
Modular Configurations
34Spring 2021 Iowa State University
Modular Configurations
Keeping modularity in mind, I was able
to create various configurations. The
body like walls are able to split in half
and can be placed anywhere
according to the location. Location
plays a key role when installing walls in
order for the pop-up to be successful.
35Creative Component MAxGD Erendira Gonzalez
Modular Configurations
Medium-density fiberwood (MDF) with
aluminum edge caps and corners is the material
that will be used to keep the system together.
MDF can be used inside and outside; It can also
be made water-resistant in instances of rain.
With this material, slat walls and panels can be
created that can be easily moved around and are
also light weight.
36Spring 2021 Iowa State University
Configuration Dimensions
Dimensions also played a key role when
creating the overall pop-up space. Building
the pop-up in a timely manner is important
to keep in mind becuase of modularity. Being
lightweight furthered the building process
when there is a time and person limit. Above
are the dimensions of each wall.
37Creative Component MAxGD Erendira Gonzalez
Instagrammable Graphic Murals
OT
L
OT
SPRING/SUMMER FALL/WINTER
SEASON SEASON
Having an “instagram worthy” mural on the pop-
up shop adds a unique element to the store. It
attracts current and a new audience while giving
them a new experience. This gives the brand a
great opportunity for its audience to interact and
engage with the pop-up shop. Ultimately
contributing to the memory when leaving the
space and referring back to the brand.
38Spring 2021 Iowa State University
Modular Configurations With Color and Graphic
A variety of configurations can be made with the
walls, shelves and clothing rods. The pop-up shop
can easily be taken apart and out back
together, depending on the location it will be set in.
A changing room can be added when permited and
if there is enough space to be installed. Meanwhile
the other side can be used as stoarge, additional
space to display clothing or for the graphic mural.
39Creative Component MAxGD Erendira Gonzalez
Modular Configurations With Color and Graphic
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Modular Configurations With Color and Graphic
41Creative Component MAxGD Erendira Gonzalez
Modular Configurations With Color and Graphic
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Modular Configurations With Color and Graphic
43Creative Component MAxGD Erendira Gonzalez
Renderings
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Renderings
45Creative Component MAxGD Erendira Gonzalez
Renderings
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Renderings
47Creative Component MAxGD Erendira Gonzalez
Renderings
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Renderings
The pop-up shop can be installed indoors without weights, or
outdoors with cement weights that are tied to stainless steel cables
for stability. The cables are coatd with vinyl to avoid rust in cases of
rain. Becuase the weights are cement material, they can be easily
painted to have a connection with the brand identity. This location
could possibly be at a local farmers market or vendor mart which
are typically on streets that are closed off for the community to
shop at. These farmer’s markets or vendor marts are a great way
for small businesses to showcase their brand and recieve exposure
to a new audience. These market also only tend to be for 5-8 hours
and 1-2 days long depending on the city or the overall event.
49Creative Component MAxGD Erendira Gonzalez
Brand Identity Applied
The brand identity can and should be able
to be applied to various other elements.
These objects can contribute and be used
at the pop-up store. As mentioned before,
elements like these can help the audience
remember brands and make a connection.
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Brand Identity Applied
51Creative Component MAxGD Erendira Gonzalez
Instagram Pop-Up Shop Flyer
A great way to share an event like a pop-up store
is flyers. These flyers are posted on instagram as
a form of adverstisement. Instagram is a great
social media platform that I and many other small
business owners use as a form of connecting and
bringing awareness with current and potential
consumers. Instagram can have a big impact
visually and increase a customer base.
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Instagram Pop-Up Shop Flyer
53PAGE FOR CC
BOUTIQUE
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