A Destination for All.

A Misson to Rebrand and Refresh JCPennys.

A person wearing a backpack walking past a sign for JCPenney against a tiled orange wall. The sign reads 'JCPenney's, a destination for all.'
A white shopping bag with red handles displaying the JCPenney logo and the tagline 'a destination for all' on a light blue background.

My mission is to revitalize JCPenney by reaffirming its identity as a brand for everyone. As a proud American brand, JCPenney has served communities nationwide for over a century. Anchored by ‘Clothes for Everyone,’ this redesign will create an inclusive, memorable brand that speaks to today’s diverse customers, making JCPenney a true destination for all. 

LIPennys logo in cursive script with the word 'pennys' in lowercase font beside it.
Graphic of two overlapping map location markers, one black and one dark red.

Community

A person folding a white dress shirt with a Red Tag, laying on a wooden surface, with other folded shirts and books nearby.
Icon of a location pin with a teardrop shape, dark red color

“You are here”