Don Watt was a creator of retail brand icons, his work helped shape the history of the industry by changing the image of private label into corporate brands. Drawing on his professional design experience, he developed a trailblazing store brand design strategy for Loblaws in Canada. His instinct proved it was possible to create retailer brands that were compelling in every way as the best national brands. In addition to his authorship of the iconography and brand vocabulary for Loblaws’ No Name private label and President’s Choice, his track record of retail brand success includes the creation of the Wal-Mart Sam’s Choice, Great Value and Equate brand designs, as well as Safeway Select, and the prototype store concept and brand architecture of Home Depot. Until June 2003, he was the leader of Watt International, the company he founded and built to become one of the largest brand design firms in North America. Thereafter, he was chairman and CEO of DW+Partners, a Toronto-based strategic retail services group.