Currys PCWorld Black branding to retail store in Westfield Mall Stratford, London

team up on design for electronic retail concepts here

Brand identity consulting, strategy, marketing and design for technology retailers
Dixons Retail plc is Europe’s leading specialist electrical retailer. In the UK it has 642 stores employing 23,000 people. Brands include Currys (295 superstores and 73 high street stores), and PC World (160 mass market computer superstores). Additionally there are Megastores, and 2in1 Currys & PC World superstores that give customers the best of both formats.

Black is a premium Currys PCWorld format high-end electronics retail store chain, aimed at gadget enthusiasts. It stocks brands with an emphasis on performance and design for the more discerning customer and has stores in prominent locations like Westfield London Shopping Centre in Stratford, and the Bullring Shopping Centre in Birmingham.

we breathe life into brand identity programmes

Application of the Currys PC World Black retail brand signage

Creating an electrical store retail brand identity, digital and POS communication suites
Working with the Store Development and Marketing team, we rebranded Black with a new corporate identity, for application to their retail stores.

The next step in the design process focused on communication at various points along the customer journey. What electrical retailers need is consistency, and a customer-oriented approach to establish presence in a busy media environment. Calming, matter-of-fact messages showing an active ‘doing philosophy’ help customers get the right service. Positive and enthusiastic in tone, clear with pricing, less ‘service talk’ and more ‘making life easier’ and getting things fixed. We believe that the shopping experience must be appreciated by being deserved, capturing the excitement of technology through creativity but with the right solution for the right message.

In-store POS for Black Currys PCWorld by CampbellRigg

We developed the templates for press and in-store communication

The Solution
It was felt that the BLACK stand-alone logo did not have enough connection to the new planet master brand Currys PC World logo. Customers were confused and did not realise that BLACK is a Currys PC World brand. The typeface of the previous logo was too light to have impact and standout on the high street. The lime green colour of the logo had no relevance to either brand. Consequently, we redesigned the BLACK logo so that it became a sub brand of the new planet master brand whilst retaining the look and feel of a premium brand.

We then teamed up with the advertising agency M&C Saatchi to develop all the templates and communication for television, press, on-line portals and at the point of purchase for the stores:- information panels, visual identity, icons for home delivery. From the outset we developed a holistic communication hierarchy that speaks to the customer. 

Digital on-line advertisement or Black Currys PCWorld by CampbellRigg Construction drawing of Currys PCWorld Black retail shopfront

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