Creative Action sends Talkmobile message

Creative Action Design has created the identity and interiors for mobile phone accessories store Talkmobile, which opens next month.

The launch would appear to be one of the few bright spots on the telecoms horizon.

In recent weeks, debt-laden BT has teamed up with Deutsche Telekom to share the costs of building high-speed mobile phone networks. Nokia has blamed the impact of the US slowdown for its profits warning last week. And Ericsson has issued profit warnings and announced plans to lay off thousands of staff around the world, as has Motorola.

The identity was originally designed by One Byte for a Talkmobile on-line sales venture, which has now been postponed until after the retail launch, scheduled for the end of July.

Creative Action has redeveloped the marque to make it more relevant for an in-store environment. It will be applied to all related sales material, including packaging, ticketing and in-store marketing.

The store measures 22m2, so varying the visual pace was key to the design of the small space, says creative director Michael Fern. “Densely stocked product bays are broken up with vertical display units, featuring lifestyle images, promotional graphics and light boxes,” he says.

Curved store facias are designed to create a strong visual impact, vital to attract customers in a busy shopping mall, he adds.

The consultancy won the job on the strength of previous work with the client.

The trial outlet opens in the Bluewater shopping centre in Kent. It will stock phone covers, batteries, chargers and hands-free kits.