Transforming a retail pioneer into a digital super-retailer.

Selling thousands of products to over 70% of UK households through its catalogues and 845 stores, Argos pioneered the concept of mass value retail.

With the launch of online shopping, a new range of premium products and in-store, iPad-powered ‘click and collect’ services, Argos had grown to become the UK’s largest online retailer, offering universally appealing convenience and choice to millions of consumers.

We created a new brand strategy, personality and own-brand portfolio to help Argos take its next pioneering step – becoming the digital super-retailer.


products online and in-store




retail locations

Argos offers immediacy, local availability and choice through a smart blend of catalogue, online and high street retail. Whatever you want, whenever and wherever you want it. So, we built a brand strategy rooted in exactly that. We called it Super Retail.

A bold strategy demanded an equally confident personality. We combined a ‘can-do’ attitude with bold typography and splashes of colour to bring passion and vitality to every aspect of the Argos experience, from digital and print catalogues, outdoor, TV and mobile advertising, to the website and stores.

We evolved Argos’ own brand portfolio, creating a premium Collection range, a mid-priced Home range and a basic value offering. Starting from just £0.99, Simple Value is a range of 140 everyday essential products for the home. We created an award-winning identity which used simple and honest product descriptors to elevate ‘basic’ to something engaging and desirable.

From employee engagement initiatives and service innovation ideas to a new approach to the catalogue and a Christmas wishlist app, we continue to work with Argos to keep this retail pioneer one step ahead.


D&AD Awards
Wood Pencil
Graphite Pencil

Cannes Lions

New York Festivals

Brand Impact Awards
3 Winner