KNOWHOW by Williams Murray Hamm for Dixons Stores Group/currys

KNOWHOW

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Industry Retail, Distribution & Rental companies
Media Design & Branding
Market United Kingdom
Agency Williams Murray Hamm
Creative Director Garrick Hamm
Designer Grant Willis
Released March 2011

Credits & Description

Category: Permanent Retail
Advertiser: DIXONS RETAIL GROUP
Product/Service: CONSUMER SERVICES
Agency: WILLIAMS MURRAY HAMM
Date of First Appearance: Mar 1 2011
Entrant Company: WILLIAMS MURRAY HAMM, London, UNITED KINGDOM
Creative Director: Garrick Hamm (Williams Murray Hamm)
Designer: Grant Willis (Williams Murray Hamm)
Account Director: Panna Patel (Williams Murray Hamm)
Octagon Graphics: Alex Poupard (Williams Murray Hamm)
Media placement: Signage - Exterior Of All UK Stores - 01/03/11
Media placement: Signage - Interior Of All UK Stores - 01/03/11
Media placement: Truck - Exterior Of Delivery Trucks - 01/03/11
Media placement: Service Desk - Interior Of All UK Stores - 01/03/11
Media placement: Appointment Area - Interior Of All UK Stores - 01/03/11
Media placement: Posters - Interior Of All UK Stores - 01/03/11
Media placement: Point of sale - Interior Of All UK Stores - 01/03/11
Media placement: Outdoor & Indoor Uniforms - All Staff Members - 01/03/11
Media placement: Equipment - External Staff Equipment - 01/03/11
Media placement: Animation - Internal TV Screens - 01/03/11

Describe the brief from the client
To transform the service proposition of the UK’s largest electrical retailer. People have different levels of understanding of technology and gadgets. For some, the process is too tiresome and difficult, while others prefer someone else to resolve their issues and the more tech savvy want to learn more. The difficulty these people all share is finding the route to direct solutions. They want reassurance, on-demand service and ease.

Describe the challenges and key objectives
Not Applicable

Describe how you arrived at the final design
The identity positions Knowhow as the nation’s biggest source of technical knowledge. It expresses the idea of information at your fingertips; ‘press for instant knowhow’. The striking button device works hand-in-hand with the unique personality and tone of voice, putting the brand name central to solving customers’ problems. The brand identity is carried across all consumer touch points, such as signage, livery, point-of-sale.

Give some indication of how successful the outcome was in the market
Too early to tell