Retail Rebranding
for Morrison’s/ Safeway

Project: Corporate rebranding
Safeway embarked on a radical change to its corporate strategy that involved a major overhaul of its corporate identity and a £multi-million store refit programme. Our multi-functional role necessitated working across all areas of the business and with various multi-disciplined agencies, acting as guardian of the Safeway brand.

Button’s role: Rebranding, project management
As the marketing project manager, we facilitated the development and implementation of all aspects of the new corporate identity, including award winning store format interiors which won two prestigious awards: Retail Interior Award for “Best Supermarket Design” and Retail Week “Store Design of the Year”. We managed the brand development of new concept restaurants, coordinating the implementation of new identity elements such as the logo, imagery, POS and the colour scheme. We also managed the development of the rollout specifications and brand guideline documents in order to deliver the ambitious refit programme.

Benefits
The programme that we managed achieved rollout to over 35% of the entire portfolio of stores within three years and resulted in a sales increase of 10%.

We can successfully control very large scale projects