Develop the Borders in-store communication and branding strategy, creating a new emotionally-driven retail tone of voice and graphics package to demonstrate the varied product ranges of Books, Toys & Games, Stationery and Arts & Crafts.
What we did
Retail Branding Strategy
Tone of Voice
We created a new retail communications strategy, centred around a new position of “Your Place To Be Inspired”, bringing more emotion to the store experience, whist improving way-finding.
“Your Place To” is followed by “Read”, “Play”, “Work”, etc. to immediately demonstrate the varied product ranges in-store. Each category has its own distinct colour palette running through the store to further aid the customer journey.
Conversational, light-hearted communications are used within the on-unit graphics, adding to the inclusive and approachable feel of the store environment and shopping experience.
Our communications have been rolled out across all in-store touch points, window campaigns, bags, digital messaging and staff uniforms.