BIG W

As the stigma around discount department store shopping began to fade, Big W seized the moment to revitalise its store experience and product offering. A full brand refresh was needed to introduce a new Big W to customers with clarity and confidence.
     The brand was brought back to its roots by remastering the 90s logo, dialing up the iconic blue, and reintroducing the classic dot. To clarify personality, three creative principles were defined to guide everything from photography to motion, giving the humble dot a big voice. These principles made it easy for internal teams and agencies to consistently bring the brand’s personality to life.