Design > 360° Brand Identity Experience
THE PARTNERS, London / ARGOS / 2015
Overview
Credits
ClientBriefOrObjective
Argos was trading in highly challenging retail environment. Pressure from online players who were transforming the way the nation shopped meant that Argos needed to transform to compete effectively.
Loved by a core heartland audience it needed to become a brand for everyone. That meant reaching out to new audiences. At best they infrequently shopped for emergency items and had a functional relationship with the brand. At worst Argos simply wasn’t in their consideration set.
40 years of heritage with a unique model of retailing. Well loved, but an old world catalogue?company needed to transform in a big way.
Execution
Working closely with the other advertising agencies, leading the transformation of the Argos physical stores, we collaborated to create a new vision for Argos.
Outcome
Repositioning Argos as a category-of-one SuperRetailer.
The brand became fuelled with energy, attitude and dynamism – bringing heartbeats to a retail category somewhat flooded with heartstrings.
This was achieved through a complete brand re-launch. Creating a new brand identity and body language that was executed consistently across every channel and embraced by all parts of the business.
‘GET SET GO ARGOS’ - A big idea and branding device packed with energy and confidence of New Argos, and designed to incite action as well as reappraisal. When you need to make things happen, you need a SuperRetailer. And this was the rallying cry to make everything add up to more than the sum of the parts.
From TV to outdoor to tactical press, social channels, mobile and beyond. This was a joined up re-launch like no other. Digital
outdoor would put top brands on a pedestal in a vibrant and confident way.
Argos’ physical stores are transforming into digitally integrated spaces, which seamlessly connect customers’ in store and online experiences. Integrating online and offline for a speedier, smarter retail experience.
Relevancy
Argos is a UK retail institution.
740 UK stores
33,000 products
130m customers every year
430m website visits a year
£3.9 billion in sales
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