Currys

Following the brand’s consolidation of four separate identities into one unified proposition and with a new logo and modern brand guidelines ready to launch, Currys needed experienced brand delivery partners to manage an extensive estate-wide rebrand spanning 350 stores.

Having supported the brand with various branding exercises over the years we were lucky to win the opportunity to form part of their team that fulfilled the ambitious rebrand starting in 2021 and carrying on into 2022.

astley rose to the challenge, working to tight deadlines during a time of global uncertainty. Despite the pressures of the pandemic, our team maintained the highest quality standards – ensuring every store reflected the bold new identity.

To avoid disrupting daily operations, installations were carried out overnight. Our teams worked tirelessly behind the scenes, transforming each site while keeping stores open for business the following day.

The rebrand required rapid execution, coordinated delivery, and consistent implementation across a large number of locations. It was vital that rebrands happened seamlessly, with the majority of on-site work happening overnight, so there was little room for error.

Timelines were extremely tight, stores needed to remain operational, and all work had to comply with new brand guidelines – while navigating pandemic-related constraints.

astley regularly works alongside other leaders within our own industry on similar sized programmes of work and we were happy to collaborate closely to ensure the best results for the client.

We provided a dedicated and flexible installation team ready to operate out-of-hours to keep stores trading as normal during the day. We helped bring the refreshed Currys identity to life across their retail network, consistently delivering on both creative and logistical fronts. The successful completion of this rollout demonstrated our ability to scale up, collaborate with wider teams, and deliver a consistent brand experience under pressure.

We were proud to be part of the wider delivery team that helped reintroduce Currys’ brand to the public during a pivotal moment for UK retail.