Currys plc – formerly Dixons Carphone - is a leading omnichannel retailer of technology products and services, operating through online and 823 stores in 8 countries. Like Mothercare, the rise of online shopping and the shift away from high street stores had a significant impact and the company underwent a major transformation.
By 2020, Dixons wanted to re-engage with its audience in a more confident way, so for what was then Dixons Carphone’s new annual report we came up with a radical new design.
During our tenure working with them, the company had successfully turned around its business following the move away from the traditional Carphone Warehouse shops and navigating through Covid-19 in 2020 and 2021. B&C had initially restructured its previous Report into a restrained black & white version in 2017-2018, but by 2021 its new management wanted to restore confidence in the brand.
Our challenge was to bring a more confident tone of voice to the Report; help the company articulate its best investment case; meet Best Practice across the flow of information in the Report; and showcase its strong purpose front and centre on the front cover of the Report: “We help everyone enjoy amazing technology”
We created an energetic, colourful design to highlight the progress the company had made and to breathe new life into the Report, using the company’s incredible product photography to underpin this new direction. A no-nonsense approach to sequencing the information flow and narrative, exemplified by bold bar-chart KPIs and other graphics in the Strategic Report. While harnessing more colour, we also addressed key risk and stakeholder sections with two-colour tables as well as marketplace commentary.
Dixons’ management team was delighted with the designs, help, and advice we provided and with the final Report itself.
