• Comms review & rationalisation

• POS design & communication

• Messaging hierarchy

• Tone of voice

• Guidelines

POS scheme for new concept stores

Wickes asked us to review and redesign their in-store communications for a new concept store in Huntington. They wanted a completely new look and feel, to match the simpler and less cluttered environment. So we put on our overalls, and set straight to it.

Staying true to the environment

We started with a full visual audit of the current communications, looking at service messaging, promotions and wayfinding. From this, we recommended a new hierarchy of messaging from top to bottom, inside and out, to give a more enhanced customer journey.

When it came to the design, Wickes’ rugged store environment proved the ideal inspiration. We stripped it right back, using textures and typography that perfectly embrace the brand’s no-nonsense values and complement the products it sells.  Concrete, wood and stencilled lettering gave an instantly ownable look and feel for navigation and service messaging.  And for promotions, we recommended a simple grid system using red and yellow as the core colours to convey value. Finally, we redefined their tone of voice giving the brand the character it needed to stand up in its new environment.

When the store opened

The results were nothing short of brilliant. The striking new scheme has impressed customers and given the Wickes staff a store they love working in with POS that’s easy for them to implement and maintain. The suite is now being rolled out to Wickes’ legacy stores with a full set of guidelines.

  • Our ongoing relationship with Wickes

    Our many projects for Wickes include pricing communication strategy and implementation, catalogues, range naming, seasonal and category-specific campaigns.