The Service Merchandise project was a redesign proposal. In May of 2009, I was approached to build a concept proposal for a complete site redesign while maintaining, and even focusing on, brand recognition.
The design proposal modernized the whole site with a user friendly layout and a tiled approach to content categories which turned out to be a few years ahead of its time, as such designs became popular as the market shifted to layouts for mobile devices a few years later.
My design centered around the three primary colors of the Service Merchandise brand: red, black, and white. I designed the page banner to function as a CTA (i.e. call to action) which also allowed for updates, specific campaigns, and promotions.
I had no high-resolution graphics to work from, so I re-created the Service Merchandise logo in Photoshop. My original design favored the transparent glass look that was popular in '09 but before submitting my proposal, I dialed the logo surface back to a matte finish. Service Merchandise continues to use my logo build to this day which you can see at www.servicemerchandise.com.