The credible destination for gamers.
Following Currys’ major rebrand, the existing gaming identity no longer aligned with the updated look and feel. To reposition Currys as a top destination for gamers—and stand out from competitors—we set out to redefine its gaming division without creating a sub-brand, but rather an extension of the main brand, Bright World.
Collaborating with the Brand Team and building on agency groundwork, I developed a direction that balanced brand consistency with gaming appeal—targeting both casual and hardcore gamers. Insight and competitor research revealed that while the gaming world is vibrant, much of the landscape and products are visually dark, often clashing. To resolve this, we introduced a flexible hero asset: the Halo—a glow inspired by gaming tech power-up effects. It allowed us to subtly incorporate neon light, highlight products, and unify third-party content in a dynamic, creative-friendly way.
