Member SomeOne has created a new visual identity for electronics retailer Maplin to help emphasise its expertise in a welcoming way.
In attempt to break down the daunting barriers between everyday customers and the specialist expertise it offers, SomeOne has developed a new identity for the retailer.
Despite having 217 stores located across the UK, Maplin face increasing competition from online retailers. The new brand strategy builds on Maplin’s reputation for encouraging customers to discover new technology, that is supported by its own expertise. By portraying technology in homes and being used by families, for example, it aims to make the shopping experience less intimidating for non-specialist customers.
Senior Designer, Helen Altoungarian explained that the Maplin “wave - a constantly moving and evolving graphic property” has been introduced as a visualisation of the concept of “the ease and fluidity of Maplin’s service and technology.” By introducing colour in the “wave”, it allows for the communications to “flex and adapt to seasons and product ranges.”
In addition to brand strategy, SomeOne also covered brand architecture and visual identity, as well as advising on uniforms, product and lifestyle photography, motion graphics, signage and own label packaging guidelines.
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