What do you see?A department store, or a chance to reinforce their position as the UK's best-loved retailer?

John Lewis wayfinding signage

At a glance
  • We’ve been working with them for 15 years
  • A first choice partner for internal wayfinding and signage
  • 25% cost saving on initial £5m budget
  • Includes full size shops, Peter Jones, John Lewis at home and Little Waitrose
The opportunity

Safeguard their pre-eminence as the nation’s best loved retailer

The John Lewis Partnership is a unique British institution. Consistently voted the UK’s best-loved retailer, its ‘Never Knowingly Undersold‘ promise is one of the most recognised slogans in the country.

Our relationship with them started 15 years ago. Working closely with Pentagram, responsible for their 1999 rebrand, we transformed the 2D conceptual designs into a comprehensive signage and graphics package. We rolled out the new identity across their stores nationwide.

Today, we are a dedicated partner, involved early in the process of all new-build store development and existing store upgrades. That’s everything from wayfinding strategy, signage trialling and rollout.

The result

A love affair that has yet to diminish

We fiercely protect the John Lewis brand in store. We make sure the expected customer experience matches the reality.

Over the years we have built up a catalogue of in-depth knowledge about their brand. It means that we have managed to build on the 25% cost saving on the initial £5m rebrand, and continue to deliver an ongoing cost effective consultancy and management package.

Our approach

Delivers onbrand, effectively, every time

Stores are able to come directly to us with their internal wayfinding and signage requirements. We are on hand with dedicated resources to help improve store effectiveness and safeguard the John Lewis brand.

Highlights of our work with John Lewis wayfinding signage include:
  • New store format, York, Birmingham and Leeds – wayfinding strategy and sign family development, working with Pentagram on a new design.
  • Oxford Street, London, Food Hall – concept development including internal wayfinding strategy and design
  • Peter Jones – a bespoke sign family for their flagship stand-alone brand on the Kings Road, London. It underwent a £100m renovation and opened to critical acclaim
  • John Lewis at home – wayfinding strategy and sign design for this new store format
  • Little Waitrose – working with the design agency Household, we developed internal graphics packages and external branding
John Lewis York illuminated totem sign John Lewis York environmental graphics Peter Jones store directory sign Peter Jones directional sign

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