Store Twenty One
In 2008 we were briefed to create a new identity for Store Twenty One, covering all aspects, from brand positioning to 2D communications and the store environment. The new tone of voice is confident, friendly and customer focused – photographic art direction portraying these characteristics to press and customers each season. Labelling and ticketing have been simplified to a mono-brand strategy, branding all ranges ‘Store Twenty One’ to further simplify the offer.
The new store identity has performed very well, with sales uplifts of up to 30% encouraging an ambitious roll-out into new and refurbished stores throughout the last two years. Our work continues, tackling key stores in the programme and finding new and more direct ways to communicate the brand ethos. Our team meets every week to maintain momentum and photographic campaigns are created each season to enliven the store environment and keep the brand fresh.
For four years now we have been managing Store Twenty One’s seasonal art direction campaigns, promoting their men’s, women’s, kids’ and homeware ranges and setting the tone for the brand. The imagery appears in-store and in the windows — it’s the first thing you see as you approach the store — and the programme is fast-paced, with imagery changing every two weeks.
