Launching Currys PC World’s new brand identity

Currys PC Web Header


07 September 2020 by Team ITG

We supported in the creation of a new brand identity for Currys PC World by developing a defining set of in-store marketing principles.

While our partnership with Currys PC World and its parent business, the Dixons Carphone Group, only began in April 2019, it’s developed enormously over the intervening months. The work we now do includes photography, production of in-store POS and animation, amongst a wide variety of other services. Perhaps most notable has been the recent awarding of Dixons’ TV advertising campaigns to Team ITG, the first of which went live earlier this summer.

Dixons also benefits from the use of our game-changing CanopyCloud marketing automation technology, which manages the printing of all its in-store POS. In the first six months alone, CanopyCloud enabled Dixons to make significant budget savings while improving workload efficiency.

One of our more recent projects has been creating a defining set of in-store marketing principles based around Currys PC World’s new brand identity. The idea was to usher in a sense of modernity and freshness, taking forward certain existing elements while leaving others behind.

In our creative production role, we began by reviewing existing insight, undertaking interviews with Currys staff and visiting its stores. We were then able to identify the POS priority at every key touchpoint, establishing the role of each fixture and fitting while developing a cohesive messaging hierarchy.

We developed a suite of new in-store marketing templates to support this and bring the brand identity to life, and furthered the strategy by helping Currys to define the role of digital POS at its locations.

Dixons Carphone Group were highly impressed with our contribution to the brand refresh, with Senior Retail Marketing Manager, Nicki Brett, describing it as “a really comprehensive and engaging piece of work”, adding: “ITG’s extensive knowledge of both the retail sector and our team allowed us to thoroughly rethink our messaging and execution, and ultimately maximise customer engagement.”

For more information about Team ITG’s world-leading technology and award-winning services, contact

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