Polaris Case Study: Image Program

In 2024, Polaris approached Fresh with a multifaceted design challenge that required strategic thinking, practical execution, and a deep understanding of the brand experience.

The first challenge was strategic: Polaris wanted to provide its dealer network with clear guidance on how to express the brand within their facilities. Dealers were looking for direction on everything from colours, materials, signage, and graphics to overall store design, but no comprehensive playbook yet existed.

The second challenge was tactical. Polaris had recently developed a new fixture program and needed a way to demonstrate how these fixtures could be effectively integrated into retail environments. More importantly, they wanted to showcase how thoughtful fixture placement could support the sales process, improve product storytelling, and enhance the customer experience.

The third challenge was emotional. Beyond standards and specifications, Polaris wanted its stores to reflect the spirit of the brand, celebrating the adventure, passion, and culture that define the Polaris community.

When an enthusiastic dealer preparing for a facility renovation was identified, the opportunity became the perfect test case. Jay Hatfield Motorsports in Ottawa, Kansas provided an ideal environment to explore what a fully branded Polaris retail experience could look like. Together, Fresh and Polaris evaluated solutions through the lens of a successful retailer, balancing brand aspirations with real-world operational needs.

The results were immediate. Within the first month of opening, the redesigned dealership reported nearly $1,000 more in accessory sales per unit compared to its other locations.

“The way Fresh planned the layout of vehicles with accessory displays nearby was great. It has been a huge advantage to our sales process and our ability to spontaneously excite customers about customizing their vehicles.”
Trey Cusick, GM/Managing Partner, Jay Hatfield Motorsports

The dealership project became much more than a single store design. It served as the foundation for a broader retail strategy that could be applied across Polaris’s dealer network.

Because many Polaris products are sold through multi-brand dealerships, the company needed a flexible approach that could accommodate a variety of retail formats while maintaining a consistent brand presence. To support this goal, Fresh developed a comprehensive Facility Design Guide that provides dealers with the tools and guidance needed to create high-quality Polaris retail experiences.

The guide addresses every aspect of facility planning and design, from site planning and exterior architecture to interior layouts, merchandising, and specifications. It also includes practical resources that help dealers implement recommendations successfully within their own environments.

Key principles of the guide include:

• Creating a strong first impression through prominent entrances, strategic signage, brand colour integration, and clear physical and visual accessibility.
• Using intentional hero displays and strategic product placement to guide customers through the Polaris product story.
• Designing multi-functional spaces where customers can browse, learn, explore, observe, negotiate, and be inspired at their own pace, creating a more immersive and pressure-free retail experience.

The project also highlighted opportunities to strengthen the connection between sales, service, and community within the dealership environment.

“Integrating service reception into the showroom has been a game-changer. It has energized the customer experience and brought new and existing customers together around product being used ‘in the wild.’ We love all the places and ways we can now connect with our customers wherever they are in the retail space.”
Trey Cusick, GM/Managing Partner, Jay Hatfield Motorsports

Today, the Polaris Facility Design Guide serves as a comprehensive roadmap for dealers across the network. More than a collection of design standards, it provides a strategic, tactical, and emotional playbook for creating retail environments that support business goals, strengthen customer relationships, and bring the Polaris brand to life.

By combining thoughtful design with practical retail insights, Polaris has established a framework that helps dealers create memorable experiences while driving measurable business results.

Explore our approach to implementation manuals and international rollouts for brands translating a design into guidance for their network.

Developing a design guide for your dealer network? Talk to our team about the brand experience, facility formats and practical guidance your dealers need.