A refreshed visual identity for John Lewis

Creating a new visual identity for John Lewis, the UK retailer, the project included an audit, review, and creation of a new visual communications hierarchy for all John Lewis branding. A new graphic language that included a new colour system, photographic and illustration styles, and a bespoke cut of Gill Sans that included an ‘Ultra’ version which had never been done before – created in collaboration with Monotype.

New signage and in-store applications were installed as part of the new branding, along with enormous 3D numerals – casually placed in lift lobbies to denote floor level and convey a sense of humour.

All created in an abandoned warehouse off Sloane Square. Great fun.

Client: John Lewis