Client Services - Retail Brand Design

Innovation distinguishes between a leader and a follower

In this case study we examine our work for Interstep, Currys PC World technology, Tesco and the creation of a brand identity and its application to all the company’s collateral communication material.

CampbellRigg is one of many innovative firms of retail brand management consultants based in London. We help organizations across the retail sector create ‘the change that matters.’ We always help our clients identify and set their direction. In the last few years, it has gone further: we now work together with clients to turn their ambitious goals into reality. Over half the work we produce for clients now is in areas that didn’t exist many years ago. We, therefore, wanted to update our visual identity to express the new level of change taking place in the "phygital" world of branding and design.

As branding specialists, we pride ourselves on delivering creative design and innovation across all customer touchpoints for our clients. We achieve this by integrating "phygital" strategies in brand design, combining the physical and digital execution of brand architecture in both 2D and 3D environments.

We build brands designed to transform markets, consumer, and employee experiences. Your brand is a story unfolding across all customer touchpoints.

Our team of experienced branding experts guides management teams and marketing executives through strategies for attracting, offering, and communicating with the target audience. We help clients achieve their business goals and aspirations through a mix of advisory, implementation, and brand marketing services.

"Luck is an attitude." To succeed at being the best retail brand, we envision the requirement for your brand to communicate:

Clear Brand Positioning

The Interstep brand identity and marketing strategy positions the technology brand with the youth market and has relevance to consumers interested in sound as a past-time interest.

Accomplished through relating the brand’s competitive offerings to the lives of consumers.

Create a Memorable Visual Identity

From the sale of antique seashells in 1833 to the world of oil. Two brothers trading antique seashells who started trading oil conceived the Shell brand. In 1897, the company was named Shell Transport and Trading Company. It used a mussel shell as its logo. A branding and marketing strategy that grew into a global oil behemoth.

Leveraging a strong visual identity design to evoke and facilitate connections and memory-making.

Craft a Compelling Brand Story

The Currys PC World brand identity and marketing strategy positions a leading omnichannel retailer of technology products and services, operating through online and 727 stores in 6 countries. The brand story is to help customers enjoy amazing technology through their branded retail channels.

Communicating who you are, encompassing the values and ideals the brand represents.

We focus on Customer Awareness, Personalisation, and Store Footprint Optimization. Encompassing the design of physical brand architecture and digital service capabilities, we provide a personalized, face-to-face service through our business development executives and design specialists. We have developed a unique operational and service proposition, offering a fully integrated, end-to-end branding service. This includes multi-language, multi-discipline teams specializing in 2D and 3D brand strategies (Brand Strategy Engineers, Architects, and Designers).

We use predictive analytics and artificial intelligence to deploy brand strategies based on personalized customer insights provided by market research agencies. Our creative solutions aim to display merchandise uniqueness and uphold sustainable best practices.

Our approach to brand architecture looks outward, empowered by emerging technologies to enhance customer and client interactions. “Business Development Executives benefit from a holistic view of client needs and preferences derived from data, insights, discussions, and actions. This drives our cognitive branding infrastructure, providing enhanced insights for more impactful and personalized discussions to address our clients’ needs.”

By focusing on enhancing the brand experience and fostering well-being through communication and marketing of brand design, we help our clients transition towards versatile digital and physical spaces within each channel, environment, format, and product.

Developing Brand Marketing Strategies in Retail

To develop effective brand marketing strategies in retail, we follow these key steps:

Market Research: Conduct thorough market research to understand the target audience, market trends, and competitors. This includes gathering data on consumer behaviour, preferences, and needs.

Brand Positioning: Define a clear and unique brand positioning that differentiates your brand from competitors. This involves identifying the unique selling propositions (USPs) and core values of the brand.

Customer Awareness: Enhance customer awareness through targeted advertising and promotional campaigns. Use various channels, such as social media, email marketing, and in-store promotions to reach potential customers.

Personalisation: Implement personalization strategies to tailor the customer experience. Utilize data analytics to create personalized offers, recommendations, and communication that resonate with individual customers.

Store Footprint Optimization: Optimize the physical store layout and design to enhance the customer shopping experience. This includes strategic placement of products, clear signage, and an inviting store atmosphere.

Immersive Communications and Interior Design: Create immersive brand experiences through innovative interior design and interactive elements. This helps to engage customers and create memorable in-store experiences.

Graphic Design and POSM Promotion: Develop compelling graphic design and Point of Sale Materials (POSM) to support marketing campaigns. This includes eye-catching displays, signage, and promotional materials that highlight key products and offers.

Sustainable Practices: Incorporate sustainable best practices in all aspects of the brand strategy. This includes using eco-friendly materials, reducing waste, and promoting sustainability to align with consumer values.

We specialize in immersive communications and interior design, offering fiscally efficient branding solutions for retail services businesses worldwide.

“It’s OK to have your eggs in one basket as long as you control what happens to that basket.” Elon Musk