Transforming Culture One Square Foot at a Time
Five Below
When Five Below, the retail giant famous for its ebullient personality, moved into their illustrious new global headquarters in Philadelphia, they realized that they needed a team of branding experts to bring the space to life. They gave AgileCat one simple directive: “Let Go & Have Fun.”
Welcome to Wowtown
The first step was to give this glorious space a name that calls to mind the same feeling you get every time you walk into a Five Below store — thus “Wowtown” was born. AgileCat crafted an internal brand that the entire culture could rally around. We created an interactive space pulsing with energy and inspiring creativity. As a natural extension, Five Below began naming their in-store teams the “Wow Crews.”
Engaging the Senses
We pointed out to the founders that Five Below has a second special meaning: they sell items that collectively affect all
of the five senses. Thus, Sense Walls namely HEAR, SEE, SMELL, TASTE, and TOUCH – made from actual Five Below products – were born!
Engaging the Senses
We pointed out to the founders that Five Below has a second special meaning: they sell items that collectively affect all
of the five senses. Thus, Sense Walls namely HEAR, SEE, SMELL, TASTE, and TOUCH – made from actual Five Below products – were born!
Vision, Voice & Vibes
AgileCat leveraged our experience with the Five Below brand to bring their "let go and have fun" vibes to life through custom photography, including casting models and employees, staging the shoot, and ensuring we captured the fun at the heart of Five Below. We also injected a whole new style to the language on their website, ensuring customers, prospective employees, and investors could feel the Five Below brand down to their bones. It was the equivalent of shooting off a confetti gun to celebrate this publicly-held retailer in voice and vision.
A Culture Transformed
As the CEO of Five Below stated, “the work transformed the culture overnight.” Beyond the energy created at WowTown through Brandterior®, it lead the company to thrive on a new level, with a 25% increase in sales within one year of the move-in.
