In February 2009 Carlow Graphics were approached by Tony Pender with both a simple and very complex brief, make us stand out from our competitors and to make Experts brand a leader in its field. Our job was to take the existing international Expert branding and its guidelines and apply it in a new and creative manner. Particular attention was paid to the look and feel of the member stores and an effort was made to do something with the treatment of graphics, interior units and signage that no other competing electrical retailers were doing.


Working closely with Keltech Shopfitters, we started by examining the interiors of the existing stores and came to the conclusion that there needed to be greater use of directional signage for different product groups. Mobile Strategic information boards were developed to reinforce the Expert brand but, more importantly to increase customer awareness of key benefits of shopping at Expert Electrical that would not otherwise be apparent to the casual observer. After sales support such as delivery, recycling of old appliances or the provision of fitters contact details all add to the perceived value of the Expert brand and the stock. Personalization of certain sections of signage was also suggested as this would aid in making the Expert brand feel more local and friendly. This non-retail signage was also useful in expressing how much support or sponsorship local groups and charities were receiving from members.



The use of the Expert logo type was vastly increased within the store, being applied to all signage and also used to fill areas that would otherwise be missed opportunities for signage, for example on doorways out to staff only and storeroom sections of the building, on the automatic entrance doors and on blank roof support pillars. An effort was made, through the use of lifestyle imagery to create a trustworthy and modern domestic atmosphere within the store.



At the recent members opening of Experts new flagship superstore in Cloncollig Retail park in Tullamore, Derek Joyce who is the Chairman of the Retail Group and Vice chairman of the overall group said he couldn't believe how in a matter of 2 years this premises has changed. He said by looking around tonight he feels that great thought went into the design and especially the branding of this store. He gave special mention to the very hard work of Tony Pender, Keltech Ltd. and Carlow Graphics Ltd.