This project presents the visual merchandising and retail design work developed for PAR2 as part of a regional brand turnaround across Central America. The goal was to improve store presentation, product organization, campaign execution, and customer navigation across more than 100 stores.
My role focused on building practical visual systems for the brand, including store layouts, product display guidelines, POP communication, campaign layouts, and support for new store openings and store refreshes across El Salvador, Honduras, Guatemala, Nicaragua, and Costa Rica.
Before and after comparison showing how PAR2’s storefront evolved into a stronger and more recognizable brand entrance, improving visual impact, promotional communication, and the customer’s first impression.
This collection presents a product display system designed for PAR2 stores, translating visual merchandising criteria into clear and practical guidelines for store teams. The manual organized footwear presentation by category, gender, size, style, price, and color sequence, supporting a more consistent and easier-to-navigate retail experience.
The final execution shows how PAR2’s visual merchandising system came to life across real store environments. The work connected storefront impact, window graphics, campaign communication, interior signage, product zoning, and footwear display standards into a more cohesive and fun retail experience.
The result was a stronger and more recognizable brand presence, with clearer navigation, improved product visibility, and a more consistent identity in multiple locations.
