Branding & Comms - Project Clarity

01/ Project Overview:

Branding Great Value Pricing: This project aims to reinforce their commitment to providing exceptional value, convenience, and product selection to their customers at all times and across all channels. Offer great value prices, an effortless shopping experience, and a wide range of products without the hassle of discount codes or the need to shop around for better deals.

02/ Objectives:

Make Price Checked the hero - offers something new without appearing to just take something away and more subtle than explicit messaging about dropping discounting; maintains focus on monetary value to offset risks and still provides opportunity for leadership; introduce 'Great Value. Always' as the new strap-line and customer promise at the same time without the need for separate context.

Visual assets for website and across all platforms to promote their new “Great Value” proposition.

03/ Design Process:

The first step was to clearly understand the brand’s commitment to offering great value prices, a fuss-free service, and a wide selection of products. The objective was to communicate this promise effectively through visual and user experience design.

To spotlight their new “Great Value” proposition, captivating visual assets were crafted for a cohesive experience across all digital touch points. From the website and app to social media, landing pages, and product pages, every platform featured eye-catching visuals designed to engage and entice customers.

Identifying the key messages to convey, such as “No Discount Codes Required” and “Price Checked for the Best Deal,” helped in shaping the design direction. This included using brand colours, fonts, and styles consistently across all platforms. The focus was on clarity, with minimalistic design elements that emphasised key messages and value propositions.

Key visual elements such as banners, icons, and graphics were designed to highlight value, ease, and product variety. These visuals were crafted to be engaging yet straightforward, making it easy for customers to understand the benefits at a glance. High-quality product images and promotional graphics were used to create a visually appealing experience. Graphics were tailored to communicate essential information.

A/B Testing: Different versions of key elements, such as banners and CTAs, were tested to see which ones resonated most with customers and drove the best results. This iterative process helped optimise the design for maximum impact. The goal was to continually refine and improve the visual identity and user experience, ensuring that all future campaigns were even more effective in delivering the brand’s “Great Value” promise.

04/ Outcome:

By following this design process, the project successfully communicated the brand’s commitment to great value, creating a seamless and engaging experience for customers that not only highlighted the value proposition but also encouraged conversions and customer loyalty. The engaging visuals, clear calls-to-action, and compelling messages led to increased click-through rates on banners and promotional assets. Customers were more likely to interact with the content, exploring the products and offers highlighted by the campaign.

The design effectively guided users through the purchasing process, from awareness to action. By highlighting the great value proposition and simplifying the shopping experience, the design contributed to higher conversion rates. More visitors completed purchases, directly translating to increased sales. Customers felt confident that they were getting the best deals without the need to shop around, leading to repeat business.

By aligning visual elements with brand values and customer needs, the project successfully met its immediate objectives.