A true retail pioneer, 40 years ago Argos transformed the high street with catalogue shopping. Now a bold brand strategy underpins their next pioneering step, to become digital super-retailers.
Argos is a UK retail institution with 740 stores selling thousands of products via its catalogues to over 70% of British households. For over 40 years, they pioneered the concept of mass value retail. With the launch of online shopping, in-store iPads, fast ‘click and collect’ services and a new range of premium products, Argos had become the UK’s largest online retailer but it was failing to maintain relevance and appeal with increased online competition. In 2013, Argos asked us to help transform them from a name synonymous with the catalogue to become a true digital leader.
Working with Argos’ leadership, marketing and retail teams, we developed a positioning strategy built on their unique ability to deliver products with immediacy, local availability and choice – something we called Super Retail. We authored a multi-layered, thorough strategic framework for the brand that defined the Super Retail idea in detail so that all internal and external stakeholders understood the ambition and the steps they needed to take to realise it.
We created a bold personality for the brand that speaks with a confident, active tone of voice and produced a comprehensive evolution of the brand identity, iconography and a customised typeface to reflect the new personality and signals significant change. Together they bring passion and vitality to every expression of the Argos brand.
We have expressed this new personality across digital and printed catalogues; outdoor, TV and mobile advertising; the website and store environments, working in partnership with Argos’ other agencies (Advertising by CHI & Partners, Interiors by Dalziel & Pow). We have created a range of initiatives to bring the brand to life for internal audiences, from community events and internal engagement programmes through to product and service innovation ideas.
The new brand was launched in October 2014 and we continue to work with Argos to develop strategies to keep this much-loved British retailer a step ahead of the market.
MY CHRISTMAS WISHLIST APP
For Christmas 2014 we created the My Christmas Wishlist digital app. Children can choose from thousands of toys and add them to a personalised list that is then emailed to Santa (and, of course, their parents). We created a set of characters to guide children through the process, each one of them embodying an Argos brand value: Mo has knowledge, Stik is flexible, Gil has strength, Fly is speedy and Squidge is inquisitive.
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