"DropShop came to Gensler Studio 585 with a big idea, a small budget and a tight schedule. They wanted to open a bricks-and-mortar storefront where busy folks could bring items for auction on eBay. For a commission, DropShop would manage the auction from photography through shipping. Pressure from competitors in this nascent retail category demanded quick work. In four months, we gave them an end-to-end solution that included brand strategy and positioning, corporate identity, architecture, experience planning, environmental graphics, a custom van, a Web site and a rollout program," said creative director Lance Boge. "We used standard industrial materials and kept the design scalable. The floating-panel design can remain consistent in any future space. Identity, graphics and color palette are simple, clear and bright to communicate a friendly and compelling message. All aspects of the program work holistically, speaking in the same voice to establish a strong brand for the startup."