WHEN THREE BECOME ONE

Currys, previously known as Currys PC World, underwent a significant rebranding in 2021, merging Currys PC World, Carphone Warehouse, and Dixons Carphone into a single brand named Currys.

This rebrand aimed to simplify the customer experience and unify the company's diverse technology retail and service offerings under one recognisable name. The communication strategy leveraged the new brand identity to highlight Currys' expert advice and service.

During my time at M&C Saatchi I led the UK consumer PR team, for this major moment for the brand we delivered the consumer comms messaging and campaign working closely with the internal brand and corporate comms teams focussing on the following:

Unified Branding Announcement: Communicated the merger of Currys PC World, Carphone Warehouse, Team Knowhow, and Dixons Carphone into the single Currys brand to customers and stakeholders​ 

New Visual Identity Rollout: Launched a new logo, store design, uniforms, and vehicle liveries to reflect the unified Currys brand, starting with the first new-look store in Edinburgh​

Campaign: Implemented an integrated comms and marketing campaign to emphasise the importance of human expertise in tech purchases, using real Currys colleagues.

Consumer Media: Focussed on delivering media coverage across national online and broadcast consumer media with the CEO to ensure people were aware of the rebrand.

These strategic activities were designed to position Currys as a leading tech retailer, known for its expert advice and seamless customer experience across all channels.