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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
In-store Communication

Tone of Voice
Retail Graphics


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.


Read More

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