pg. �Rebranding: Big Lots, Inc.Designer: Ms. Amber Payne

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BIGLOTSSHOP SMART

What’ it all about?About Big Lots /Current BrandCreative BriefInitial SketchesLogo DevelopmentColorsInfluencesColor StudiesFinal LogoApplications

Contents

Spreading the new Brand LanguageStationary Print AdsWeb Site VehicleBillboardPoster/OutdoorWeekly AdGuerilla PieceTime/Budget Ta

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BIGLOTSSHOP SMART

Summary:Positioned as the nation’s largest broad-line closeout retailer and ranking high among many other Fortune 500 compa-nies, Big Lots, Inc. is a merchandise retailer that aims to continually possess the buy-ing power and offer the best deals in the bargain business.

ABOUT

pg. �

Our research shows that most of our consumer base comes from “budget shoppers”-who are the consumers who look for the lowest price, regardless of the brand. Next “discount shoppers”- who hunt for bargains and prefer brand names and the “deal hunters” who usu-ally shop for the fun of finding a great bargain.

D.L.P: Live Smart. Shop Smart!

Reasons for D.L.P:*Need to save money (changing economy)*Save More*Bargaining Tonality: Family,Friendly, Bright, Adventurous

Anticipated Customer Response: “I was going to go somewhere else, but needed to save a few more bucks. I had to get real...real smart that is.”

Policy Limitations:

Big Lots, Inc. Slogan: Brand Names. Closeout Prices. Logo: The usage of the logo is open as long as there is atleast 1/2” white (breathing)space on each side in relations to any type or images.

Conflict: Big Lots was revamped in 2001-2002. Although adjustments were made the company is still in need of a more sophisticated and unified identification system to unite the consumer with direct reasoning for shopping with Big Lots vs. other “bargain” aimed companies.. We need to change the “cheezy and cheap” perception that many consumers has about our company.

Objective: We are being asked to redesign as a whole, the brand of Big Lots. Through intensive research and exploration, we’ll determine a edgy design solution that will revamp the old Big Lots layouts to a more modern and consumer friendly brand. The look will be not only fresh, but clean.

This will allow for more appreciation of our company.

Competition: Big Lots is a high marked competitor to many retailers. Some of the main competition includes Family Dollar, Wal-Mart, Meijer and Dollar General. These stores all sale numerous products at discounted/marked down prices. They campaign their advertisements around hard sales to persuade the consumers that they can get the “best deals” by shopping with their company.

Audience: The target audience for this new brand is generally a mix of -Men and women -Budget conscious.-Middle class, working /may have 2/3 children

Creative Brief

pg. �

pg. �

Initial Sketches

pg. �

pg. �

Logo Development

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While developing the look and feel of what the new logo should look like many points of inspira-tion were taken from symbolic forms of what one would imagine when thinking of something being intelligent or smart.

-Albert Einstein-”Lightbulbs”-Math Wizard

As the logo designs became more complete we finalized on a few elements that would relate our “smart” brand. A “beam” was used to relate a lightbulb going off (“smart idea”)and the excla-mation point as if it’s checking a box to “ok” it.

pg. �

pg. �

Influences

This image board relates the overall demographic and spirit of Big Lots, Inc.

We’re in the business for the family oriented, budget concious consumers.

pg. �

pg. �

Color Studies

The colors were kept in consistency with the exisitng Big Lots color scheme but enhanced with some hues of purple.

By strenghtening the color layout with a subtle change of color we plan to:

-Build customer connection-Add quality to the brand-Boost awareness across various audiences

pg. �

pg. �

Final Logo

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LOTSL LOTS®

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pg. �

pg. �0

Only $299.99After $100.00 Mail-In Rebate52’Flat Screen

LOTS®

LOTSShop Smart

LOTS GIVE2

Dollars

Pay to the order of

10/4/2009

Easthaven Elementary SchoolTwenty Thousand Dollars and 0/100

$20,000LOTS®

LOTSShop Smart

Applications

Friends

2009Family

&0902

LOTS®

LOTSShop Smart

Need more information? Check us out online www. biglots.com@

Let the FUN BEGINfrom Jan. 20-25, 2009

Go ahead...Share N’ Shop!Use these coupons to get the astounding discounts you’ve

wished for.

¨

Employees, treat your friends and family to the fun adventure of bargain shopping.

Off all Merchandise

%

*Some restrictions apply. See sales clerk for assistance.

35 Off all Merchandise

%

*Some restrictions apply. See sales clerk for assistance.

30

Friends

2009Family

&0902

Discounts can only be used on merchandise at the time of sale. No rain checks or other

adjustments for unavailable goods will be arranged. Only one discount per transaction.

Friends and Family Card

Company Give-A-way Check

In-Store Signage

pg. �0

This gift card is only valid for the amount present at the time of purchase. No cash refunds can be given, but credit can be replaced if returns are made.This card is the responsibility of the buyer, no additional cards will be granted due to loss or theft.

LOTS®

LOTSShop Smart

Ultimate Card For Deal Breaking,Merchandise Discount, FANATICS

63029301 29018 12910 213

GIFT CARD

LOTS®

LOTSShop Smart

Melissa PryorGeneral Manager

INVOICE NO.

DATE:

Store Stamp

Quantity MFG Code No.

Description Package Size Unit Size Extended Amt.

Consumer No. Special Invoice No. For Approved ByTerms Date

Credit Memo

Name:

Address:

Phone:

Fax:

Total Credit Amount

Manager Signature

Associate Signature

LOTSShop Smart ¨

LOTS

Gift Card

Employee ID Badge

Company Document

“Lots2Give is all about reward-ing schools that need and de-serve it most. Big Lots wants to give back to local schools in need, and we think the people in the communities we serve can best tell us who to help.”

—Steve Fishman, CEO

Big Lots is calling for parents, teachers, administrators, and community members to give us the next contest subject. It may be personal, humorous or straight to the point. If your idea is used your local school will win $1000.

It’s easy to apply. Just fill out the information below (be sure to write why your suggestion is best) and mail it to us!Winner will be notified by November 25, 2009

Street/Ct. Apt#

City State Zip/

Country Daytime Phone

LOTS GIVE2

BIG LOTS, INCBig Lots Corporate Offices300 Phillipi RoadColumbus, Ohio 43228-5311.

For more information about Lots2Give log onto lots2give.com

LOTS®

LOTSShop Smart

Lots2Give Contest Suggestion and why?

WIN$1000

Lots2Give Business Reply

LOTS

®

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pg. ��

LOTS®

LOTSShop Smart

pg. ��

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December 20, 2008Dear Mr. Kenneth Brown,

Ostis augait ilit wissis ercin el ullam augiat. Ut nonsendit lan ver se-quamc onsequat. Ullam vel ute velis alis doloborercil ut lum diat lum vent velestio od eraesent wis do consequatio commy nos duipsus cillaor tincidunt volor suscil dolor at wissit num veleniat nisi.Hendre commole ssequis ea at. Ut nulla aute con venis nisl utpat, cortie velenis euismo-lore magnis alis non eniatis molorem venisci ting eu facipit wisi. Ugait, si. Duis alisi. Lit volore faccum vel iure feumsandio exer sus-tin henit aute consectem zzriure el ipit, venibh ex ent auguer ing eum nisci tat. Guer se diat. Ril do conum el irilit volor augiatin henit nim zzriure dolorperat wismodi gnisisi.Ibh ercip erit volortie do dolenis atismolore consecte commolo boreet, quat alit nostrud et lut acin eugue dipisi te dolesendre magnim ipit la at adit ver si. Equam iriurem quisi tin eum zzrit atet lorero eui tie conse-quatin veliquat, commodolor sit amet nonulla conse magna facinit iure te veleseniat. Lortie moluptat, si eu feuis nulput ip ea adignis dolobor augait alit nonsequat.Utat, vel inci te dio odignisl dipsusci blan verosto delis ad ea faccum quam ilismodolore dit lum dolore delenisi. Lutat irit augue eugait nos nisit at, vendre el utpat eliquatem inciduis alis adignibh ex ea conullut ver sum ero odo dolortionse dolutat, si euismolore modoluptate consequipis nostrud tatetue dolute dolobor iuscincipit prat lut adipsum zzrit. ullaore mod modionse vent la commy nonsent ad dolorero consendrer at, quisl del utat, quatinim dolor adi-onse quationsenim del dipsustrud dolor adiamcore dunt niam velessent.

Thank you for your time and we expect to be in contact soon. If you have any questions feel free to contact us at any time.

Sincerely,

Angel Thompson

Assistant Manager (p) (614) 278-6800 ex. 5649(e) AngelT@biglots.com

LOTS®

LOTSShop Smart

Angel Thompson20 E. Gates StreetColumbus, Oh 43206

Big Lots Corporate Offices300 Phillipi RoadColumbus, Ohio 43228-5311

Melissa PryorGeneral Manager(p) 614.234.0983(f) 614.234.4532(e) MelissaP@biglots.com

LOTS®

LOTSShop Smart

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pg. �2

pg. �3

Print Ads

TOUGH GUYS WIN BATTLES

HERE!

LOTS®

LOTSShop Smart

With toys for big and small, BIG LOTS has it all! Step in to find your child’s favorite action hero or your own personal gadget. With name brand merchan-

dise and prices for your budget, your sure to leave feeling victorious.

www.biglots.com

ROYAL PRINCESSESCHOOSE THEIR GOWN

HERE!

Gowns, jewels and imagination are the only ingredients necessary to build a girls’ “Enchanted Tales” fantasy. At Big Lots, you’ll find the accessories

necessary to enhance everyone of your child’s journeys.

www.biglots.com

LOTS®

LOTSShop Smart

DADS DECLARE THEIR THRONES

HERE!

Although the “Don’t sit in my chair” rule will still apply, come find a new recliner to suit dad’s comfort today. With numerous furnitrure styles and

unbeatable prices, find the right furniture not only for dad’s domain, but your bedroom and kitchen too!

www.biglots.com

LOTS®

LOTSShop Smart

MOMS GET PRIMPED

HERE!

Getting spruced up is almost as fun as shopping. Come to Big Lots and find Young Blood, Revlon and many other name brand cosmetics. Be smart and pretty...don’t stress over high prices, instead come get our budget slicers!

www.biglots.com

LOTS®

LOTSShop Smart

pg. �3

Added Strategies (Ads)

LOTS®

LOTSShop Smart

biglots.com

LOTS®

LOTSShop Smart

Rather you learn now or later, just learn how to control your life.Think Smart. Live Smart. Shop Smart.

Grade school teaches: HOW TO CONTROL YOUR THOUGHTSHigh School teaches: HOW TO CONTROL YOUR MOUTHThe economy teaches: HOW TO CONTROL YOUR BUDGET

Lession # 1: Prioritize your spending

According to the National Retail Federation,

75%

So why not join in the majority?Think Smart. Shop Smart.

of consumers are planning to shop at “discounters” this holiday season.

biglots.com

LOTS®

LOTSShop Smart

pg. ��pg. ��

pg. ��

Website

http://biglots.com/welcomeWelcome to Big Lots

LOTS®

LOTSShop Smart

Contact Us

Apparel / Toys

Furniture Department

Weekly AdsAbout Us

Careers

Abou

t Us W

eekl

y Ad

Con

tact

Us

Furn

iture

Car

eers

Appa

rel/T

oys

“ W h a t e v e r y o u g o . . . b e s m a r t ”

Big Lots.com

Join The Buzz Club™CommunityFun at Big LotsBig Lots On TVTeachersSite MapPrivacy PolicyUser Agreement

As the nation’s largest broadline closeout retailer, Big Lots has the power to negotiate the best deals in the business. We sell a broad range of high-quality, brand-name products, including consumables, seasonal items, furniture, house-wares, toys, electronics, home décor, tools and gifts.

Big Lots Wholesale

About WholesaleProductsSpecialsShowroomsTrade Shows

Corporate Office

About Our CompanyNews CenterReal EstateInvestor RelationsCommunity RelationsVendor RelationsCareers

Welcome to BIG LOTS(Rollover titles to find additional information)

Big Lots Corporate Offices: 300 Phillipi Road / Columbus, Ohio 43228-5311 / Phone: (614) 278-6800

∆

Before After

pg. ��

LOTS®

LOTSShop Smart

http://biglots.com/careers

Big Lots

Contact Us

Apparel / ToysFurniture DepartmentWeekly AdsAbout Us

Careers

stores nationwide and five regional distribution cen-ters and there’s always room for great people.We are an Equal Opportunity Employer with a drug-free workplace. You can search for current job open-ings by location, job category, and/or keyword using the options below.

Please note: that if you are interested in applying for a position in our stores other than management, please apply in person at your local Big Lots store.

Our people don’t only make Big Lots a great place to shop - but a great place to work. We’re looking for more people committed to delivering terrific service. Who live and breathe retailing. Who want a career with terrific opportunities, challenges and rewards.

Whether you’re interested in our retail divisions,distribution and transportation services or at ourcorporate office, we’d like to hear from you.

Big Lots is a Fortune 500 company headquartered in Columbus, Ohio. We have more than 1,300

Reset Submit

Big Lots Corporate Offices: 300 Phillipi Road / Columbus, Ohio 43228-5311 / Phone: (614) 278-6800

Careers

http://biglots.com/weeklyAboutBig Lots

LOTS®

LOTSShop Smart

Contact Us

Apparel / ToysFurniture DepartmentWeekly AdsAbout Us

Careers

Big Lots Corporate Offices: 300 Phillipi Road / Columbus, Ohio 43228-5311 / Phone: (614) 278-6800

We are America’s largest broad line closeout retailer with annual sales over $4.5 billion and over 1,300 stores nationwide. Beginning 1967 in Columbus, Ohio as Consolidated International, Inc.. now...Big Lots has existed since 1985. Our main focus is on closeout shopping for consum-ers everywhere. At Big Lots you can expect to find that quality comes first. Discovering name brand products found at other retailers, but at substan-tially lower prices will be sure to keep you coming back again and again.

We buy closeout merchandise from manufacturers who want to reduce inventory as a result of package changes, canceled orders, productdiscontinuation or test market products.

For more information check out the listed links in the right column.

FAQ

BIG LOTS WHOLESALE

THE BIG LOTS START

BIG LOTS FURNITURE

About Us

http://biglots.com/welcomeWelcome to Big Lots

LOTS®

LOTSShop Smart

Contact Us

Apparel / Toys

Furniture Department

Weekly AdsAbout Us

Careers

Abou

t Us W

eekl

y Ad

Con

tact

Us

Furn

iture

Car

eers

Appa

rel/T

oys

“ W h a t e v e r y o u g o . . . b e s m a r t ”

Big Lots.com

Join The Buzz Club™CommunityFun at Big LotsBig Lots On TVTeachersSite MapPrivacy PolicyUser Agreement

As the nation’s largest broadline closeout retailer, Big Lots has the power to negotiate the best deals in the business. We sell a broad range of high-quality, brand-name products, including consumables, seasonal items, furniture, house-wares, toys, electronics, home décor, tools and gifts.

Big Lots Wholesale

About WholesaleProductsSpecialsShowroomsTrade Shows

Corporate Office

About Our CompanyNews CenterReal EstateInvestor RelationsCommunity RelationsVendor RelationsCareers

Big Lots Corporate Offices: 300 Phillipi Road / Columbus, Ohio 43228-5311 / Phone: (614) 278-6800

Welcome to BIG LOTS(Rollover titles to find additional information)

∆

http://biglots.com/welcomeWelcome to Big Lots

LOTS®

LOTSShop Smart

Contact Us

Apparel / Toys

Furniture Department

Weekly AdsAbout Us

Careers

Abou

t Us W

eekl

y Ad

Con

tact

Us

Furn

iture

Car

eers

Appa

rel/T

oys

“ W h a t e v e r y o u g o . . . b e s m a r t ”

Big Lots.com

Join The Buzz Club™CommunityFun at Big LotsBig Lots On TVTeachersSite MapPrivacy PolicyUser Agreement

As the nation’s largest broadline closeout retailer, Big Lots has the power to negotiate the best deals in the business. We sell a broad range of high-quality, brand-name products, including consumables, seasonal items, furniture, house-wares, toys, electronics, home décor, tools and gifts.

Big Lots Wholesale

About WholesaleProductsSpecialsShowroomsTrade Shows

Corporate Office

About Our CompanyNews CenterReal EstateInvestor RelationsCommunity RelationsVendor RelationsCareers

Big Lots Corporate Offices: 300 Phillipi Road / Columbus, Ohio 43228-5311 / Phone: (614) 278-6800

Welcome to BIG LOTS(Rollover titles to find additional information)

∆

1

2

LOTS

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LOTS

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pg. ��

1For the website to be interesting to our con-sumers we included interactive rollovers that highlight the various compartments with inviting visuals.

2The other option to navigate throughout the site are through the tabs on the lefthand bar that continues from page to page. With the click of a button the viewer is quickly move to page the of their choosing.

pg. ��

There areLOTSof things in store, if you use

knowledge you’ll always recieve more.

Open your mind before your wallet hits the floor,

because your to-do list will continue to grow...we’re sure!

Take charge of your life. Be Smart. Shop Smart.

biglots.com

LOTSLOTSShop Smart

There areLOTSof things in store, if you use

knowledge you’ll always recieve more.

Open your mind before your wallet hits the floor,

because your to-do list will continue to grow...we’re sure!

Take charge of your life. Be Smart. Shop Smart.

biglots.com

LOTSLOTSShop Smart

LOTS

®

LOTS

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pg. ��pg. ��

Truck Design

pg. ��

Billboard

www.biglots.com

COMFORT&CA$HFurniture packages start at $499.

Enjoy serenity for half price.

LOTS®

LOTSShop Smart

pg. ��

pg. ��

Poster

B2B Connection : Big Lots, Inc. /Lots2Give joins with Cosi Science Center to give away grants to families in need in hopes of expandingthe education of children.

This event is held once a year at Cosi. 15-20 grants are given for various amounts to participants who complete applica-tion and fulfill the requirements of the grant organization.

COS B G LOT$

Community Grants Ceremony

3-6pm Need more info? 1.800.329.3927

“Helping children and families one dollar at a time”

AUG. 19, 2009333 West Broad StreetColumbus, OH 43215

AT COSI:

LOTS®

LOTSShop Smart

LOTS GIVE2

pg. ��

pg. 20

Weekly Ad

FRIDAY ONLY!!!“FILL THE TREE WHY DON’T YA?” Gifts All Under $25

$21.99 SALEDora & FriendsReg. $29.9938971789

$24.99 SALELeap Frog

Speed Frog/BandstandReg. $35.99-43.99059382791

$24.99 SALEQuick RacerReg. $29.9901292389

$9.99Hot Wheels

Race Gift PackReg $12.9900291848

$15.99 Cheetah Girls

Fashion Model DollReg. $19.9919677198

$19.99Ralph the dogReg. $25.9903892791

$24.99RoboticoReg $45.993829109

$15.99LEGO

Sport BuddiesReg. $20.9903892791

$18.99LEGO

Train TrackReg $22.9900291848

Save your time and your money!

Shop for your child’s educational and recreational toys today...

Don’t wait, these deals won’t last!

It’s simple. 1. Get up Friday at the crack of dawn

2. Drive to the nearest Big Lots

3. Find ”I have to have it” name brands

4. Leave with deals and “shop smarts”

5. Repeat steps 1-5 thru Christmas day

BLACK FRIDAY SALE

NOV. 29, 20095-11AM ONLY

The

pg. 20

pg. 2�

Guerilla Tactic

THINKBIG

THINK SMART.SHOP SMART.

THINK BIG

This would be a mega sized light bulbthat seems to buldge out the side of a building.

Every 20 seconds it blinks (as if an ideahas occured” THINK BIG...

Logo of Big Lots would be place on the side of the building, adjacent to the builb.

pg. 2�

pg. 22

Work

Tim

e

at

Project Time Sheet

Initial Research/ Data Research

Data gathering (body copy/imagery)

Creative Concept (color/influence/etc)

Logo Development

Copy

Graphic Design

Layout

Typography

Date: January 20, 2009Project: Big Lots, Inc.Job No: 10930293

Project Function Time Spent (p/hour) x Price Point(p/hr) = Total Amt. Due

Comments: Spent most of time on extensive devlopment of the logo as

this initiates the feel and flow of the entire brand.

6 / 7= 13 hrs $30 p/hr x 13 hours $390

3 hrs $23.5 p/hr x 3 hours $70.5

5 hrs $18 p/hr x 5 hours $90

20 hrs $35 p/hr x 20 $700

6 hrs $20 p/hr x 6 $120

35 hrs $35 p/hr x 35 $1.225

9 hrs $20 p/hr x 9 $180

7 hrs $25 p/hr x 7 $175

98 hours $3,125.50 Total

pg. 22

i

In Conclusion. Big Lots, Inc. has always had the intentions of building consum-ers’ awareness of their brand, but now with our rebranding so-lution they can reap the benefits of changing the “economically cheap” idea people might have had to an “upgraded” scale, that they’ll want and appreciate.

LOTS®

LOTSShop Smart