Moving Day Made A Little Easier

A hallmark of the corporate culture for retailer American Eagle is a focus on creating and maintaining a positive environment for its team of associates. As AE prepared to move to its new home office on Pittsburgh's South Side, the company wanted to make the transition for employees as easy as possible. AE teamed up with Brady to develop a welcome kit to get the team acclimated to their new home.

The kit, contained within a custom screenprinted aluminum box, included a map of the new neighborhood featuring restaurants (complete with employee-written reviews), nightlife destinations and shopping highlights. Also in the kit were a communication standards handbook; movie and dinner coupons supplied by AE's neighboring businesses; and lastly, a custom calendar noting both AE and Pittsburgh events.

Brady handled all of the design and sourcing of the products and ensured the kit—along with a branded travel mug and welcome card—were waiting on employees’ desks on their first day in their new space.

Thinking Big

Hanging high atop their new SouthSide Works building, a 30’ x 40’ banner embodied the casual, youthful AE Brand and clearly marked the new location. Placement of the banner required some complicated logistics by both Brady Communications and American Eagle Outfitters.

A Traveling Logo

A unique logo was designed for the new company headquarters. Based on the corporate logo, the new design reflected the informal style of AE’s clothing line. The new company address, 77 Hot Metal Street, reminded employees of the year 1977 when American Eagle Outfitters first established itself on the fashion landscape.

On Screen

Contemporary music and scenes from the new neighborhood became the basis for a five-minute video on the new location. Associates were taken on a virtual journey from the current location to the new headquarters building.

A Taste of the South Side

A special set of marketing materials was put together for the announcement. To encourage employees to explore their new neighborhood, each received a specially designed bag containing a map of Pittsburgh’s South Side, a brochure of frequently asked questions, an awareness bracelet, a copy of AE Life, a branded umbrella, a gift card and movie passes.

Show Me a Sign

On the day of the announcement, signs directing attendees to various events appeared throughout the SouthSide Works. These pieces reflected the same branding and style as the rest of the marketing collateral.

Wearing AE

To promote awareness of the relocation, each employee received a commemorative t-shirt for the move. A matching bag provided a place for keepsakes from the event as well as any purchases made at neighborhood retailers.

Celebrate in Style

Brady Communications assisted American Eagle Outfitters in the entire setup of the company’s relocation event. Approximately 500 associates gathered in the town square and adjacent buildings to witness the signing of the new lease. The celebration included music, appearances by government officials, dignitaries, and a wide array of food provided by neighborhood restaurants.

Shiny and New

American Eagle’s new office needed a welcome kit that glistened as brightly as the building’s exterior. Inside a branded aluminum box, employees found area maps, restaurant reviews, coupons from AE’s neighboring businesses, a custom calendar on their first day in their new offices.