Debenhams unveils new brand identity and ad campaign

By

Sandra Halliday

Published
Sep 3, 2018

Debenhams is facing multiple challenges at the moment as it works to return to growth. But it’s not taking its problems lying down and on Monday revealed the “next phase in its continued transformation with a new brand identity and series of store modernisations launching this autumn.” 

 
The new identity, devised with new creative partner Mother, sees “a fresh take on the well-known high street name to present a modern, friendlier logo” that offers a new look “reflecting an updated, dynamic personality.”  The identity is supported "by a vibrant colour system and iconic illustration style and gives an overhaul following 20 years of the Debenhams logo in its current uppercase guise.”

The company is currently going through a total transformation with a new strategy aimed to kick-start growth and it said the new brand look “aims to reflect and communicate the vast amount of changes taking place within the business.” It will initially appear across the website, plus social/digital platforms and will feature in the 2018 programme of store modernisations, as well as being part of its new flagship Watford store.

Meanwhile, its stores in Reading, Cambridge, Leicester and Sheffield’s Meadowhall have all undergone months of modernisation work “to bring elements of the award winning Stevenage store to a wider Debenhams customer,” it said, creating “flexible, dynamic spaces which best showcase product and improve the customer experience.”
 
Improvements include the installation of new fixturing which will see fashion merchandised by genre as well as showrooms highlighting ‘new in this week.’ A new lingerie concept provides a “premium setting with improved navigation to hero bra styles and a new jewellery and watch area refreshes the accessories offer.”  

Meadowhall’s beauty department has also had a major overhaul and has been upsized, while Reading and Leicester also incorporate elements of the beauty hall redesign.  
 
The modernisation programme along with new branding all come as part of the Debenhams Redesigned strategy and follow a revamp of the online business and partnership with Mobify which saw shopper journeys reduced by half and conversion rate improved by 20%.
 
The new brand identity will gradually roll out on all elements of communication from advertising, CRM, carrier bags, hangers and packaging to an AW18 ad campaign that will communicate the new brand approach.  “Designed to champion the unapologetic joy of shopping, the campaign expresses an unexpected sense of fun whilst heroing key products of the season,” the retailer said. 

A series of eight executions will play out across print and digital titles with a strong presence on social media featuring the tag line ‘do a bit of Debenhams’ which invites customers to "celebrate their discovery of the brands and products they love."