Black Technology

We build technology brands designed to transform markets.
Unique. Innovative. Creative.

A premium technology brand identity, POS
promotion material and brand communications
for 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

Following the creative phase of our work, Currys Black is positioned as a high-end brand, offering premium electronics and appliances. Its identity emphasizes luxury, quality, and sophistication, catering to a discerning customer base that values top-tier products and experiences.

The visual elements of Currys Black reflect its upscale nature. The branding often features a sleek, minimalist design with a dominant black colour palette, accented with metallic or high-contrast elements to convey a sense of elegance and modernity.

Currys Black's value proposition revolves around offering a premium, design-driven retail experience tailored to tech-savvy consumers who value both style and functionality. Key elements include:

Premium Technology Products, Expertise and Trust, Sleek, Modern Shopping Environment, Customer-Centric Service, and Seamless Integration with Currys PC World.

These elements come together to position Currys Black as the go-to destination for consumers looking for stylish, high-quality tech products in an elevated, customer-focused retail setting.

The original 'Black' brand identity resonated well with Design-Driven Spenders, receiving positive feedback for its modern, trendy, and upscale representation of a technology store, aligning with consumer expectations.

However, the Currys PC World Brand Portfolio strategy aims to streamline the number of brands within its portfolio. After successfully creating the brand identity for Currys PC World, we were tasked with dual-branding the store as Currys/PC World Black, while making the branding feel more aligned with the 'Black' identity.

It was recognized that the standalone 'Black' logo lacked a clear connection to the new Planet master brand, causing customer confusion about its relationship with Currys PC World. Additionally, the previous logo's typeface was too light to make a strong impact on the high street, and the lime green colour lacked relevance to either brand.

We redesigned the 'Black' logo to serve as a sub-brand, creating stronger alignment with the new Currys PC World brand identity while maintaining its premium look and feel.

The next phase of the design process focused on improving communication throughout the customer journey. Electrical retailers need a consistent, customer-centric approach to stand out in a crowded media landscape. Clear, matter-of-fact messaging that conveys an active "doing philosophy" helps customers receive the right service. The tone should be positive and enthusiastic, with transparent pricing and less focus on "service talk," emphasizing instead how the brand simplifies life and resolves issues efficiently.

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