Over recent years, the stigma has been lifted from discount department store shopping. To take advantage of the shift, Big W undertook a reinvigoration of its store experience and product lines and a full brand refresh was needed to signal a new Big W to customers.
We took the brand back to its roots, remastering their iconic 90s logo, dialling up their iconic blue and reintroducing the simple dot device, which had been Big W staples for decades.
Clarifying their personality we developed three creative principles to inform everything from photography and writing to motion, where they help to give the humble dot loads of personality.
These clear guiding principles allowed the refreshed Big W brand to be easily executed by their diverse agency roster and internal teams to ensure its big personality stays front and centre.