Fast Company:

After 70 years in business, Toys “R" Us stores across the U.S. shut down in June. It was an oddly heartbreaking moment for many people—and while you can blame Amazon Prime and Walmart prices for the takedown, truth be told, there’s another guilty party: All of us who had fallen out of love with the brand over the years, for whatever reason.

In the six months between filing for bankruptcy and announcing its liquidation, Toys “R" Us CMO Carla Hassan and Creative Director Lee Walker enlisted the branding and design firm Lippincott to address the problem with a new identity for the store. Lippincott, whose work you’re familiar with through brands like Starbucks, Carnival, and Samsung, created a great refresh for a company that is now defunct. The work, which never saw the light of day, is a peek into an alternate future that could have been.

Shame, this could’ve been the shot in the arm they needed.

Now I’m sad again.