Currys Gaming World
Brand Identity Design
Creative Direction, Visual Identity, Art Direction,
Branding, Conceptual, Brand Guidelines, Digital, Print.
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Brief.
Transform the Currys gaming category to strengthen its credibility and position it as a go-to destination for gaming technology within the refreshed brand.
Challenges.
This is not a sub-brand — need to adapt the existing Currys guidelines.
Category to appeal to all gaming audiences, from casual to hardcore.
The system should be simple and easy to implement.
Still needs to suit Curry's Maintain Propositions i..e Credit, Free Delivery etc.
Important usage of hero-ing gaming content and product SKUs to sell itself.
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Previous vs Revamped Currys gaming execution example
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Landscape of gaming
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Creative Direction / Moodboard
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Concept vs Execution
Decision making:
Pushed towards a darker, more relatable gaming aesthetic using a new primary colour evolved from core brand purple - backed up by competitor insights
Decision to also create the Halo Asset — an animated glowing ring inspired by console power-on moments to differentiate and align against the market and audience
Halo asset also sold in to stakeholders as a functional brand asset: To unify gaming content, spotlight darker products, and drive contrast within the new palette.
Adjusted the tone of voice to communicate with gaming lingo - but not overly done whilst still able to feature Currys main brand propositions e.g. Next day delivery.
Outcome:
Positions Currys as a credible destination in gaming tech, confidently speaking to both dedicated gamers and everyday customers.
Expands brand flexibility through a richer gaming asset system, enabling stronger product focus and more effective upsell opportunities.
Evolves the existing brand system without fragmenting it — clearly Currys, but not a separate sub-brand.
A contribution to gaining share the gaming market, with UK
gaming sales up +65% since the rebrand.
Became a brand guardian for Currys Gaming category.