Clarity from complexity

John Lewis is shaped by a system of instore communications that turns a complex series of choices into a simple and rewarding customer experience. We’ve worked on two major instore projects for the retailer; a new instore concept for the Home departments and a thorough overhaul of the Consumer Electronics department. Both huge projects included a refreshed look and feel as well as a complete copy rethink. We extended this new approach across countless elements, from the most prominent messages to the smallest nuggets of copy.

Working closely with the in-house team, we tamed the confusion, simplified the complexity, and rewrote everything. Absolute clarity was essential in helping customers navigate the vast selection and gain the benefit of John Lewis’ expertise. But tone and approach were really important too; unlike many other retailers, there’s no ‘selling copy’ here; the focus is on advising and gently guiding. Consolidating their credentials as the destination store for both categories, the work helps create a relaxed shopping experience that’s perfect for their brand.

Client John Lewis
Skills Copywriting, Point of sale, Wayfinding
Working with John Lewis in-house design team

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