The Works Rebrand
The brief
Myself and the team while working for Tribera were asked to re-imagine The Works brand (inside-out) - defining a new brand purpose, repositioning and changing the way customers view and shop The Works. The main objective was to become a less chaotic brand, enhancing customer experience in store. We delivered:
A new and exciting clear direction for The Works
A fresh new visual identity including logo, illustrations, photography, tone of voice and in-store design
A comprehensive brand guidelines
POS hierarchy system
Uk wide brand roll out across over 500 stores including: signage, windows posters, shelf strips, bay headers plus many more customer touch points
Results
The brand significantly underperformed against category competitors due to customers being confused about their offering. The brand tracking results 6 months after the new brand roll out had shown growth in mental availability (the buyer will notice, recognise and/or think of a brand when considering a purchase) for all key categories ranging from 2-11% increases.
Spring and Summer campaign
The brief
To capture the energy and optimism of the new season, the brief called for a playful and uplifting campaign that allowed the retailer’s sub-brands to shine — all while staying true to the core identity defined in their brand guidelines. The creative needed to evoke the spirit of spring and summer, inject freshness into stores nationwide, and engage customers across every touchpoint.
The Idea
We developed a vibrant seasonal identity anchored by a bespoke “Time to Bloom” lockup — hand-lettered and crafted on iPad to add a personal, organic touch. A guest colour palette and custom illustrations were introduced to bring warmth, energy, and cohesion to the campaign, ensuring each sub-brand felt distinct yet part of a unified story. We delivered:
A complete POS suite, including posters, cubes, tree skirts, shelf strips, bay headers, section headers, and wobblers
A refreshed visual identity featuring a new campaign logo, bespoke illustrations, photography direction, tone of voice, and in-store design
A UK-wide rollout, spanning window displays and all in-store touch points
The Impact
The campaigns transformed the in-store experience with a sense of optimism and seasonal renewal — creating a visually cohesive environment that drove engagement, elevated brand perception, and celebrated the joy of spring and summer across the UK retail landscape.
