Wickes are one of the UK’s largest building supplies merchants to the DIY enthusiast and especially to the trade.
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.
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
KRISTIAN MACKIE / INNOVATION HUB MANAGER AT MK:U
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