Taking the brand from shed to shop

With over 200 stores in the UK, Wickes is a major shed retailer catering to both the home DIYer and the trade.

We’ve been working with them for over six years, helping to steadily increase their share of the home DIY market. From high-level strategic projects to campaigns, catalogues and in-store concepts, we’re their brand guardians and lead agency for all below-the-line activity.

A new look brand

Using the Wickes values as building blocks, we’ve reviewed and redesigned the brand and developed new assets including photography, colour, font, tone of voice, price and service communication.

The work contributed to an 8% profit increase that year.

“I’m constantly delighted by how Whippet take a brief and challenge it; they know what will and won’t work for our brand. Not only that, their response times are super fast without ever compromising on creativity.”

Rosie Wise

Head of Customer Experience

What to say where and how

We’ve quite possibly reviewed and created or redesigned every single element of Wickes’ brand communications – from omnichannel to EDLP, services to how-to guides and product ranges to catalogues. One of the biggest projects we’ve worked on has been a full in-store communications review, rationalising their hierarchy of messaging to ensure a clearer customer journey.

Driving footfall and creating disruption

We’ve also created and implemented the brand’s quarterly campaigns with a look and feel that uses the brand’s dynamic chevron to highlight value. Alongside standard campaign kits, we use theatre to create additional disruption.

Lifestyle inspiration

One of the other ways we’ve helped increase Wikes’ DIY share is by giving their style-led categories a more inspirational feel. Kitchens, bathrooms and tiling are all areas where we’ve balanced inspiration with education to connect with a new demographic, both in store and out.

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