BOBBI DULANEY
OVERSTOCK
Creative Producer + Art Director
Following a social media contest to choose a new logo, I led the development and rollout of a bold, promotionally driven brand identity that expanded appeal to new audiences while maintaining trust with legacy customers. The final system was used across all digital and retail channels.
Role: Led concept development and cross-functional rollout of the new identity system. Co-authored daily-use style guide; directed visual execution across design, video, and brand ops in collaboration with Sightbox Agency.
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Impact:
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Built foundational visual system used company-wide​
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Bridged "crazy deal" directive with brand continuity
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Drove campaign cohesion across design, photo, and video​​​​​​​​​​​
Collaborators: Visual Identity: Bobbi Dulaney + Sightbox Agency, Creative Director: Nahum Reyes, Art Direction: Bobbi Dulaney, Video: Nico Ridruejo-Simmonds, Graphic Design: Zach Gomez, Tylyn Hansen, Sammie Fugate Content: Emilee Schumer, Tim Terry
Brand
To balance a bold promotional push with brand consistency, we aligned on the idea of Big, Bold, Bright—a simple but powerful framework that shaped updated color, typography, layout, and photography guidance.
Color
Overstock Red remained a cornerstone. A vibrant secondary palette was created to evoke intensity while supporting seasonal rotation and ADA compliance. Each pairing was tested to ensure both accessibility and brand energy.
Banner + Stopwhack
We codified three banner tiers, each signaling a different level of promotional urgency. I also introduced the "stopwhack"—a modular, eye-catching sale tag element inspired by the leadership’s reference points (e.g., Crazy Eddie) but refined for modern application.
Type + Photo
Aligning with the desire for promotional intensity, the style guide prescribed all caps headlines in Antonio with prominent placement for pricing callouts.
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Campaign-specific photo guidance ensured alignment with the promo level—lifestyle imagery for lighter touch campaigns; clean cutouts for high-intensity promos.
Seasonality
I developed a multi-year palette system, enabling flexible seasonal updates without compromising brand cohesion or accessibility.
Challenges and Results
Leadership’s direction was based more on instinct than data, which presented early challenges in aligning creative with customer needs. I advocated for strategic A/B testing in collaboration with performance and integrated marketing, ensuring iterative validation of our approach.
Over time, customer insights and performance feedback confirmed that legacy elements had stronger brand equity than the newer promo-heavy direction. Based on my recommendation, Overstock reinstated its classic logo and a modern take on its classic visual identity system in 2025.