Harrods identity refresh & wayfinding campaign (pitch)

    Luxury London department store Harrods occupies a 5 acre site and is the UK’s largest shop. Several of its departments, including the seasonal Christmas department and the Food Hall, are world famous. Harrods had identified a need to update their identity and also put in place an enhanced customer shopping experience including way-finding information. The logo marque was refined and simplified. The locator word of ‘Knightsbridge’ dropped as perception being people know where Harrods is. Suggestions for the colour palette were put forward, modernising the traditional green and gold, by introducing warm greys/neutrals and fresher greens. Information leaflets and way-finding in-store signage and banners were designed with exclusive imagery and stylish typography. (Freelance for Innocence).