To transform the service proposition of the UK’s largest electrical retailer. People have different levels of understanding of technology and gadgets. For some, the process is too tiresome and difficult, while others prefer someone else to resolve their issues and the more tech savvy want to learn more. The difficulty these people all share is finding the route to direct solutions. They want reassurance, on-demand service and ease.

The identity positions Knowhow as the nation’s biggest source of technical knowledge. It expresses the idea of information at your fingertips; ‘press for instant knowhow’. The striking button device works hand-in-hand with the unique personality and tone of voice, putting the brand name central to solving customers’ problems. The brand identity is carried across all consumer touch points, such as signage, livery, point-of-sale.

Too early to tell