Shop Direct launches new ID and employee value proposition

Shop Direct has today rebranded as The Very Group with a new corporate identity and employee value proposition, both designed to reflect the business’s evolution from catalogues to digital retailer.

The new identity was created by St. Luke’s, working in tandem with The Very Group’s in-house creative team, while the employee value proposition was developed by People-Made working with the retailer’s people team.

The corporate brand has been brought closer to the consumer brand by using the same brand codes, such as the Very.co.uk pink cube, which was originally devised by St. Luke’s and has become synonymous with the consumer-facing brand. The idea is for the corporate brand to benefit from the consumer brand’s widespread awareness.

St. Luke’s created the new logo, brand identity, colours and typography. In addition, the agency worked with The Very Group to help define the brand’s character, guidelines and tone of voice.

People-Made, a brand culture agency, focused on defining The Very Group’s target culture and “people promise” to help attract and inspire the company’s candidates and existing colleagues. The core proposition, ‘Join the Reinvention. Rewrite Retail’, reference the constant reinvention of The Very Group as a retailer, which has moved from catalogues to bricks to clicks to mobile.