A total brand refresh for Currys

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19 May 2021 by Team ITG

A success story two years in the making, we supported Currys every step of the way in a complete overhaul of its identity and in-store experience, bringing together Currys PC World, Carphone Warehouse, Dixons Carphone and Team Knowhow under the single Currys brand.

As retail experts and brand guardians of Dixons Carphone Group’s in-store experience, they looked to us for the development of a refreshed look and feel for the brand. This incorporated the development and definition of brand principles, alongside a revamped customer journey strategy to be used across its store estate.

Team ITG supported in project management and preparation for the rollout programme covering the entire Currys estate. This all-encompassing process involved the production of thousands of in-store POS items and customer-first creatives, and extensive colour development and press passing to ensure that the new brand colours retained their consistency across multiple substrates.

We know that customers are increasingly looking for a fully connected, omnichannel experience, which is why we created a new digital content strategy, as well as the content itself, to fully support the in-store journey.

Currys Web Asset[4]

Underpinning the entire project was the implementation of our game-changing CanopyCloud technology, streamlining processes through the automation of workflows and marketing operations. Replacing the previous four systems with one easy-to-use platform, we’ve saved thousands of hours of studio time and made significant cost savings compared to their previous technology.

And that’s not to mention the environmental impact, with our dynamic templates saving over 37,000 deliveries, and the number of non-recyclable printed elements cut from 35% to 19%.

Two years of hard work culminated in the launch of one singular brand – Currys – on Thursday 13th May, 2021 in Edinburgh, bringing together Currys PC World, Carphone Warehouse and Knowhow.

As a true extension of the Dixons Carphone team, we travelled to Edinburgh to support in the final stages ahead of the big announcement, producing a number of last-minute items within a day’s turnaround.

The feedback we’ve received has been nothing short of phenomenal, and we’re so proud to have supported Dixons Carphone and Currys in such a vital project.


“It looks amazing! Great work everyone, really exciting to start rolling this out across the full estate, the stores are going to look SO GOOD!”

Angela Dickinson, Senior Retail Marketing Manager


“A massive thank you to all of you for your input in rolling out bright world, building principles, templates and automation, all of which have played a massive part in the reveal today. Team ITG – thank you, as always, for going over and above to support us on this. We really wouldn’t have got anywhere near delivering todays results without your help.”

Nicki Brett, Senior Retail Marketing Manager


“Really appreciate all the work you did this week – we wouldn’t have got it done without you. Very proud of what was achieved today!”

Heather Martin, Retail Marketing Manager


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