Wickes are one of the UK’s largest building supplies merchants to the DIY enthusiast and especially to the trade.

The Brief

Yellowyoyo were approached by Wickes with a view to developing a new Brand Personality strategy covering all aspects of the application of their brand and associated signage, tone of voice and general communication to customers.

Put simply, the Brand Personality guidelines were to define what Wickes said to customers, where they said it, and what it looked like.

Our Solution

The eighteen month project encompassed positioning, design and implementation of all store elements, both 3D and graphic.

We utilised 3D modelling during the process to enable Board members to see and approve the full reach of the project.

The eventual guidelines document covered all aspects of the brand application – from colour and logotype to correct use of terminology and tone of voice, right through to signage and promotion throughout the store.

The project culminated in the creation of a new Flagship superstore concept in Maidenhead.

Design and Branding agencies came and went quite frequently at Wickes until we experienced Yellowyoyo.

Not only did they ‘get’ the Wickes brand instantly, they substantiated all of their proposals with a clear, robust and often challenging logic that supported and added to the development of the brand for the future.

What a great team.

Andrew Perks, Brand Design Controller, Wickes

Their ability to go above and beyond for their clients is incredible


4 simple phases to preparing for and achieving growth


Discovery Call

The opportunity for you and us to ask relevant questions and test the potential team chemistry



We help you open up issues inherent in your business and begin to indicate the plan to solve them


Strategy Created

The strategy to optimise your business platform and growth, together with the tasks required to achieve what’s agreed


Strategy Executed

We work with you to deliver the strategy – and the activations to boost sustainable growth and enable success

Book a discovery call

At the beginning of a relationship, building confidence in the partnership potential and asking pertinent questions is key.

This is the perfect opportunity to do just that.

Take our free ‘How ready is your business for exit?’ assessment

This quick assessment takes just two minutes to complete.

We’ll then share your benchmark score and invite you for a FREE no obligation call to discuss the results and offer you our advice.