wickes brand personality

Yellow Yoyo were approached by Wickes with a view to developing a new Brand Personality strategy covering all aspects of the application of their brand and associated signage, tone of voice and general communication to customers. In summary, the Brand Personality guidelines were to dictate what Wickes said to customers, where they said it, how it was said and what it looked like.

Wickes are one of the UK’s largest building supplies merchants to the DIY enthusiast and especially to the trade. The eighteen month long project encompassed positioning, design and implementation of all store elements, both 3D and graphic, utilising the use of 3D modelling during the process to enable Board members to see and approve the full reach of the project.

The eventual guidelines document covered all aspects of the brand application from use of colour and logotype to correct use of terminology and signage throughout the store and all promotions culminating in the construction of a new superstore in Maidenhead

Design and Branding agencies came and went quite frequently at Wickes until we experienced Yellow Yoyo. Not only did they ‘get’ the Wickes brand instantly, they substantiated all of their proposals with a clear, robust and often challenging logic that supported and added to the development of the brand for the future. A great teamAndrew Perks – Brand Design Controller, Wickes