The Works - Logo redesign and new brand world

The brief: 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 including all windows posters and all touch points in-store and online

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.