The credible destination for gamers.
Since Currys underwent a major rebrand, the previous look and feel became obsolete. The company recognized the need to redefine its gaming division and reposition itself as the top destination for gamers. This shift aims to align with, and stand out from, its competitors and suppliers and in turn help generate more revenue for the business.
I collaborated closely with the Brand Team (building on the work initiated by an agency) to develop a facet of Currys that remained familiar and connected to its main consumer side, Bright World. At the same time, the goal was to make the gaming segment relatable and appealing to the gaming audience, catering to both casual everyday gamers and hardcore enthusiasts. I aimed to ensure that this revamp did not become a sub-brand but rather an extension of the existing brand.
After conducting insight and competitive research, I found that the gaming landscape is vibrant yet often 'dark'. Vibrant colors are introduced, and content and assets are presented in a fun and dynamic manner - This approach guided our direction for the project. We also identified that many gaming tech products have a dark appearance, which creates a clash with the dark landscape. This issue needed to be addressed, so we created a hero asset called the 'Halo.' This design is inspired by gaming technology itself, mimicking the way it powers on in a fictional manner, whilst making it a subtle way to introduce neon lighting to help elevate the products in the creative. We also designed the Halo to accommodate supplier gaming content and assets, which opneded the door to allow designers to not limit themselves or the creatives when working on the brand.
