By design: The BlueLight brand story

In this case study from the retail world, design is the medium that gives an old idea and an old company new life. Mark Danzig narrates how BlueLight has become a centerpiece of the Kmart revival: a gateway to “e-tailing”—BlueLight.com; a concept that unifies the presence of stores, advertising, and the company's Web site— BlueLightness; an extensive price rollback strategy—BlueLight Always; and a planned affinity program—BlueLight Rewards.