Black Technology UK
Branding
Brand identity and POS brand communications fo a market leading electronics retailer in the UK.
![Black Currys PC World innovative corporate brand identity high-end technology electronics retail store design Black Currys PC World innovative corporate brand identity high-end technology electronics retail store design](/images/uploads/projects/branding/black-technology-stores/1.jpg)
We help business leaders discover and define a brand narrative that
will inspire consumers.Black is a premium Currys PC World high-end technology retail chain, aimed at gadget enthusiasts and is one example of
a brand that inspires consumer loyalty.
Location - Westfield Shopping Centre Stratford, London.
![Black Currys PC World technology electronics store entrance branding and corporate brand identity before and rebrand identity after Black Currys PC World technology electronics store entrance branding and corporate brand identity before and rebrand identity after](/images/uploads/projects/branding/black-technology-stores/3.jpg)
![lack Currys PC World innovative corporate brand identity technology electronics store front and window lack Currys PC World innovative corporate brand identity technology electronics store front and window](/images/uploads/projects/branding/black-technology-stores/4.jpg)
Smart tech branding
The original Black logo and store fascia at Birmingham confused customers. The Black identity needed to be aligned as a whole new proposition for store design, a stand-alone sub-brand.
The management team felt that the BLACK stand-alone logo does not have enough connection to the new Planet master brand and customers are confused or do not know that BLACK is a Currys PC World offer.
The typeface of the previous logo is too light to have an impact and stand out on the high street. The lime green has no relevance to either brand.
Consequently, we redesigned the BLACK logo so that it becomes a sub-brand or has more of a connection to the new Planet master brand whilst retaining the look and
feel of a premium concept.
The next step of the design process focused on communication at various points along the customer journey. Electrical retailers need a consistent, and customer-oriented approach to establish a 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.
Working with the Marketing team of Currys PC World,
we rebranded Black with a new corporate identity and
created a communications suite for application
to their retail stores.
![Black Currys PC World innovative corporate brand identity store front and window before and after rebrand Black Technology rebrand identity, store front](/images/uploads/2024/04/27/B4.jpg)
![Black Currys PC World corporate brand identity store front Black Currys PC World Technology visual of store front](/images/uploads/2024/04/27/B5.jpg)
![Black Currys PC World corporate sub-brand identity PC World Business Black Technology, POSM design and communication](/images/uploads/2024/04/27/B6.jpg)
![Black Currys PC World corporate sub-brand identity PC World Business in-store brand communications Black Technology, Point of sale material, design and communication](/images/uploads/2024/04/27/B7.jpg)
![Black Technology, cash desk and point of sale material, design and communication](/images/uploads/2024/04/27/B9.jpg)
![Black Currys PC World corporate branding in-store customer promise, recycling and 28 day money back guarantee communications Black Currys PC World corporate branding in-store customer promise, recycling and 28 day money back guarantee communications](/images/uploads/projects/branding/black-technology-stores/11.jpg)
![PC World Business branding, Point of sale material, design and communication](/images/uploads/2024/04/27/B10.jpg)