Currys

The retail technology space has become more intense than ever. New business models disrupt old ways, and customer behaviours are changing, their expectations constantly heightening.

Currys PC World had enormous strengths as a business with presence across the UK and Ireland, the widest range of technology on offer, a true omni-channel offering, and passionate, expert colleagues. But despite these strengths, their brands were weakening. Shifts in customer behaviour away from the high street and greater democratising of the mobile market along with greater power to supplier brands meant it was time for Currys PC World to change too.

The business needed to capitalise on their joint strengths within their portfolio (Dixons Carphone, Currys PC World, Carphone Warehouse and Team Knowhow) and come together as one brand with one unified culture. Linking everything up and connecting everything together for customers. Mobilising thousands of employees to work together to deliver one vision – we help everyone enjoy amazing technology.

One business meant becoming one brand. To get rid of customer confusion and help create a seamless experience that encourages to buy more of the things they sell and the services they offer.

Currys was chosen as the new brand name, building on the strong history of the Currys brand of selling innovative new technology since 1884.

We worked with Currys to create a new look that reflected the new brand vision and captured the characteristics of the brand. Modern, stunning, infectiously passionate, witty, a smart cookie. The new identity also builds on the best of what the brand previously had.

Customers told us that the most recognisable assets were the Currys PC World logo and the colour purple. So the new logo is circular, echoing the Currys PC World globe, while the brand becomes a clean but consistent purple. A bright world of pastel colours are used to bathe amazing technology in a warm light, and the use of circular shapes - inspired by our new logo - reflect the organic lines of modern technology.

The brand tone of voice was given an additional twist and added character, to speak with the expertise of a smart cookie whilst delivering warm wit and our passion for tech.

At the heart of the process was a fluid and collaborative working style with the Currys' team. We worked hand in hand with their in-house studio to ensure the brand was fit for purpose and could be easily rolled out across the business. To support this effort we also created an online guidance tool, known as the Brand Hub, providing all brand principles, assets and guidance in one place, ensuring anyone in the business could access and easily implement the new brand

Corin Mills, Head of Brand, Comms and Planning at Currys, said:

“Moving to one brand is a huge step in our transformation and we’re supporting that with a new logo, and brand system that reflects this. We wanted to take forward the elements of our brands that work and leave behind those that don’t. The new identity is uplifting, fresh, and empowering and we’re really looking forward to seeing it come to life across all touchpoints, for customers and for colleagues when we launch our new Currys brand in October.”