Creating a
super brand

John Roberts
John Roberts,
Founder and Chief Executive Officer, AO

The Challenge

The brief was simple, if a little scary! Create a super brand! was one of the best kept secrets in online retail, with huge ambition for growth and brand recognition.

John Roberts,
Founder and Chief Executive Officer, AO

The Approach

In a low engagement market, we had a big challenge ahead. We got well and truly under the skin of the company using our tried and tested Brandschool® process. Through collaborative workshops we were able to uncover a real insight and the reason for the success of the business to date. The employees, and their unwavering commitment to, and passion for, delivering excellent customer service. Sounds like a familiar story, but these guys shone with real charm and personality.

Brandschool Session Brandschool Graduates Secret cinema screening John Roberts cinema
Cinema Launch
Animated logo

We took this insight and created a brandmark that visually demonstrated this devout commitment to the customer, and truly reflected the business and its people - confident, charismatic, iconic and fun.

Facebook followers reached
Following the rebrand the shares soared by more than 33%, valuing the business at nearly

The Results

Head of brand and social media at Yossi Erdman commented:

"We tasked 10 with creating a brand that people want to know, be part of and share, and they did just that. We have seen our Facebook followers reach 1.7 million, with customers interacting with Facebook photo posts with homemade versions of the smiley face logo and requests for the official smiley face of the brand - it all goes to show it really is the start of a movement."



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