When Gadgetshop re-launched under new ownership, they were entering a much more competitive market than the one they were leaving. We were asked to develop a branding strategy to differentiate their offer and set it apart from the competition.
Our generative idea – ‘seeing everything as a potentially life saving gadget’ focused our thinking for the brand identity and competitive offer. James Bond and ‘M’ became the inspiration for identifying the individual role of each gadget and articulating this in a scientific, yet approachable way.
This critical thinking led us to the positioning ‘Serious about Gadgets’ and enabled us to reposition products like the best selling beer-hat, whilst also hosting more expensive products on the website homepage to reinforce the positioning.
The average size of each on-line transaction purchase increased after the brand re-launch and the value created meant Gadgetshop went from a URL to a WHSmith brand in 4 years.