Black Technology
We build technology brands designed to transform markets.
Informative. Brand. Trust.
A premium technology brand identity, POS
promotion material and brand communications
for a market leading electronics retailer in the UK.
We help business leaders discover and define a brand
narative 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.
Trends in Smart technologies
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 color 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.
