Marketplace in DIY makeover

DIY retailer Do-It-All has retained Marketplace Design to develop new in-store brand communication devices, following a change in emphasis by the chain.

Do-It-All is attempting to create a more inspirational environment in its 139 stores, to capitalise on the increased fashionability of DIY, fuelled by magazines and television programmes such as Changing Rooms.

The tag line Love Where You Live is being used to communicate the change to shoppers.

Marketplace developed a previous retail concept for Do-It-All, which opened earlier this year in Stockport, but will not be rolled out. The consultancy is now working on an evolutionary scheme to fit around existing store formats.

Elements including the store’s graphics, colour palette, layout and interior features, such as promotions areas, will be developed as part of the project.

There are no immediate plans to change Do-It-All’s corporate identity, says Marketplace director Bryan Brown.