Working with Nokia's visual communication team, under Bobby Martin and later Ivan Mato, we designed a packaging graphics system which moved away from a fragmented brand towards brand unification, using blue colour-blocking. I was deeply involved in the whole project from concept to design, print testing, consumer testing and global rollout. I also personally managed the relationship between visual communication and the accessories business department.

Next point of sale

Working with a team of graphic and interior desiners the brief was to create an engaging and inspirational environment that is easy to shop, rich in attitude and energy, with the key customer objective of changing the perception of Sainsbury’s to view it as a credible non-food retailer.

We needed to create an environment that could sit within the constraints and brand values of the Sainsbury’s corporate guidelines and principles, ensuring that the design met the challenges whilst maintaining the integrity of the brand’s corporate responsibility guidelines and best practice at store operation level.

The main departments to focus on were the ‘TU’ fashion brand, Health and Beauty and General Merchandise. General Merchandise included Home and Entertainment.

Master planning followed the project’s definition, laying out the main departments by introducing a secondary circulation and promotional aisle, which helped to define the navigation and allow customers to more easily shop the offer. Visibility and consistent navigational signposting were critical to success. From the approach to the store, through to the shelf price ticketing, the customer is clearly informed and navigated through the journey initially by a car park totem that gives information about the breadth of the non-food offer, and then from the entrance and throughout the store.

© Dalziel & Pow

My concept was for the design to suggest a real and accurate perspective on drugs, therefore the word ‘Frank’ is distorted across the front of the sofa, only legible from a single point of view. This was a freelance commission for the government drugs education campaign. The sofas toured the UK, appearing both on television and related promotion material.

Design concepts and final outcome for Primark's cosmetic packaging. © Dalziel & Pow