Best Buy Gen Z Campaign: 2020 Style Guide

Late in 2019, we began creating a look and feel within the Best Buy brand targeted toward Gen Z, aiming for a style that felt native to the online spaces they spend time in while remaining authentic. After exploring multiple directions, we landed on a style we called “Net Punk.” To bring the concept to life at scale, we partnered with the agency I Love Dust, providing them with preliminary concepts and style direction and collaborating closely throughout the asset development and review process.

Once the assets and design style were finalized, I created the style guide, establishing a system of use, writing rules and guidelines, organizing the large number of assets, and creating sample executions. The style guide ensured that the Net Punk aesthetic could be consistently applied across channels and touchpoints, providing a clear, scalable framework for all Gen Z-focused creative.