How to position a leading UK retailer’s homeware range.
We have always had a long standing relationship with Asda so when the brand team asked our advice on how to build a great selection of home products into a brand that would inspire shoppers and drive incremental sales (moving Asda to number 1 in the non food retail market)….we got our thinking caps on.
Was to leverage the power of their already successful brand, George. We created the George Home identity and wanted our design to show what a loved and lived-in George home looks like. We helped shoppers explore the whole range and encouraged them to buy into the look by cross selling complementary items through our aspirational lifestyle photography. We explored the instore environment and how upgraded shelving and store layouts could encourage more browsing. Making a complex range look simple…We retained George’s black house colour and created design solutions for OPP, Mid Tier and Top Tier products with obvious clear water between the three. Kids and Baby were also created as part of the portfolio.
By adding ‘Your’ to the brand name, developing a more personal tone-of-voice, and focusing on a human-centric photography style, we created a collection of own-able brand assets that showcase the one-to-one service Your Engine Room provides. To pay homage to the original logo, the cog was pulled into the imagery and the graphics were evolved to become softer and warmer, effectively symbolising Your Engine Room's vision of being an integral part of their clients team.
what we did
A bold design execution with focus on the product story achieving confidence and authority.
Putting the expert back into My Expert Midwife, our new suite of brand assets allows for a consistent yet flexible approach across every day social engagement and key campaigns. The personality packed approach, puts the brand values at the heart of all touchpoints, setting My Expert Midwife apart from their more traditional competitors.
As part of our ongoing brand partnership, we are responsible for the graphical execution for all MEM campaigns, ensuring a cohesive, targeted approach across all consumer online, social and paid media. Recent campaigns include ‘putting the u back into mum’ developed to raise the importance of self-care in motherhood, coinciding with the brands third anniversary.