Black Technology UK


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
Currys PC World Black store branding at the Westfield Shopping Mall Stratford. 

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
lack Currys PC World innovative corporate brand identity technology electronics store front and window

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 Technology rebrand identity, store front
Black Currys PC World Technology visual of store front
Black Technology, POSM design and communication
Black Technology, Point of sale material, design and communication
 Creating a POS communications promotions suite.
Black Technology, cash desk and point of sale material, design and communication
Black Currys PC World corporate branding in-store customer promise, recycling and 28 day money back guarantee communications
PC World Business branding, Point of sale material, design and communication