BRIEF: Create a rebrand concept for JB Hi-Fi, an Australian company selling home entertainment and electrical equipment at low prices. Its cheap and cheerful branding is dated and distracting, and needs to appeal to younger demographics without losing its familiar vibrance and humour.
INSIGHT: This business offers real tech solutions through real connections with real people - no Silicon Valley corporate gloss or pushy sales staff.
STRATEGY: SHOW that JB shares the values of the Gen Z and millennial demographic SO THAT everyone feels comfortable interacting with the brand instore and online HELPING TO ensure that younger customers embrace the brand for the long term, rather than just tolerating it.
CREATIVE BRIEF: GET Gen Z and millennial consumers TO embrace JB as their preferred source of entertainment equipment BY updating the brand to reflect current expectations around sustainability, authenticity, etc. while retaining its familiar vibrance and humour and without alienating its existing very broad customer base.