The credible destination for gamers.

After Currys’ rebrand, the gaming identity needed realignment. Rather than creating a sub-brand, we extended the core Bright World brand to reposition Currys as a top gaming destination. I developed a direction that balanced brand consistency with gaming appeal. I created a unique flexible hero asset called the Halo, with a neon glow (inspired by lighting from gaming tech) that resonates with gamers which also functions to unify content, highlight products, and contrast in the new darker brand colour palette.