We helped Coinstar, Inc. expand its business vision by giving it a name on the edge.


Coinstar, Inc., the parent company of Coinstar® change kiosks and Redbox® movie and game rental kiosks, had plans to build other businesses in the automated retail space. It needed a new name that reflected both its legacy and its future plans for innovation.

Our new brand gives the company renewed inspiration to think beyond boundaries and deliver the simple, convenient and valuable solutions that are fundamental to Outerwall.

Alejandro Cabrera, Corporate Vice President of Brand and Communication, Outerwall Inc.


Our research revealed that Coinstar was an innovative company driven by people, their ideas and their everyday experiences. We developed a new positioning and a new brand name, Outerwall, to convey the company’s desire to push the boundaries of what retail can be. The name also hints at where kiosks are often positioned—at the perimeter of stores. We then designed a visual identity and system that represents the many faces of Outerwall and unites the distinct companies and cultures that comprise the brand.


Outerwall employees have rallied around the same purpose—creating better experiences for consumers, retailers and partners. The company continues to make great strides in automated retail with ventures like ecoATM—a kiosk for recycling used consumer electronics. In 2014, Siegel+Gale’s work on Outerwall was recognized by the 2014 REBRAND 100® Global Awards.

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