A new wave

Brick-and-mortar stores are feeling the sting of the e-commerce boom in a shifting retail market, and electronics retailers, like Maplin, have been hit hard. In an effort to get more customers through the doors, Maplin has been rebranded by SomeOne, a London-based design agency.

The rebrand, including a fresh brand strategy and visual identity, responds to Maplin’s desire to tap into a new customer base, while strengthening its relationship with its existing loyal audience. Facing increased online competition, Maplin wants to be seen as more inclusive with a broader range of services, and to shed the appearance as the “daunting” electronics retailer on the UK high street.

SomeOne’s approach – ‘Connecting brilliant ideas’ – aims to encourage customers to discover how technology can improve, and further connect, their daily lives, with the aid of Maplin’s established expertise. The strategy aims to highlight its relevance to customers and its expertise on smart home technology, bridging the gap often found in online retailers.

“We introduced the Maplin ‘wave’ – a constantly moving and evolving graphic property to represent the ease and fluidity of Maplin’s service and technology,” says Helen Altoungarian, senior designer at SomeOne. “This helped the communications flex and adapt for seasons and product ranges with the use of colour.”

To reinvigorate Maplin’s visual identity, SomeOne designed the new word mark with screen-friendly kerning and detailing, and switched out Maplin’s early impersonal DIN corporate typeface for a more welcoming Proxima Nova. The retailer’s logo now features a wave design, to also channel Maplin’s “store of the future” concept.

SomeOne also advised on products, uniforms, product and lifestyle photography, as well as motion graphics, signage and label packaging.

Maplin’s new branding will roll out in its 217 stores over the coming two years.