Spangler Design Team and GLS Team Up...For The New SUPERVALU!

Earlier this summer, Spangler Design Team (SDT) selected GLS to work with them on a major corporate communications initiative for SUPERVALU Inc., during their acquisition of the premier retail properties of Albertsons, Inc.

SDT, a branding and identity design firm located in Hopkins, MN helped SUPERVALU develop “Day One” materials that would be used to inform 200,000 employees of the exciting changes occurring within The New SUPERVALU.

The acquisition of Albertsons’ premier retail properties meant big changes for SUPERVALU, as, for the first time the company shifted from being predominantly a distribution and supply business to owning retail stores as well. Now, nearly quadrupling the number of SUPERVALU employees, proper communication with employees was imperative in order to ensure a smooth transition. SDT created materials that showcased the retail store feel using photographs of employees, shoppers and grocery stores amongst bright colors and modern graphics. These pieces, which included posters, pocket folders, labels, stickers, letterhead, video tapes and compact disks, were assembled and distributed in a kit called “Meeting In A Box” — one of SUPERVALU’s existing communication methods used to reach the gamut of employees.

“SDT had a strong relationship with SUPERVALU and needed a reliable partner to handle the printing, kitting and fulfillment of this program,” SDT Principal Mark Spangler said. “It was imperative that the vendor could deliver a high quality item and meet an aggressive deadline.”

GLS Account Executive Phil Kashian had previously worked with SDT on a variety of SUPERVALU projects and was familiar with the communication vehicles and fulfillment requirements needed to reach this audience.

“Spangler Design Team had a strong relationship with SUPERVALU and needed a reliable partner to handle the printing, kitting and fulfillment of this program.” — Mark Spangler, — Principal, Spangler Design Team

“Phil is a strong representative for GLS,” said Spangler. “Phil has the experience and foresight to prevent problems before they occur, such as taking into account the press schedules and shipping issues during Memorial Day weekend. It’s important to have an ‘inside’ person who can find the time slots on the presses and influence people to go above and beyond the call of duty when necessary. Phil has that kind of relationship with his colleagues at GLS and it benefits the client.”

“One of the biggest challenges we faced was the confidential nature of the acquisition,” Spangler said. “Even as the materials were being designed, written, and approved, the deal had not been finalized, which caused last minute changes and shifting deadlines. Everyone involved with the project needed to be flexible.”

So what made this project a success?

“It was a team effort from the beginning,” Spangler says. “Everyone pulled together to deliver a product that was tremendously successful.”

“We were honored that SDT trusted GLS’ ability to manage this very complex and time-sensitive project,” said Phil. “The kits were incredibly well-received, and that’s a great testament to the collaboration on all sides. It was very rewarding to partner with Spangler and SUPERVALU on this successful program.”

Spangler Design Team specializes in brand development and corporate identity. To learn more, visit www.spanglerdesign.com.