Retail design consultancy Portland Design has been appointed by upmarket US-based pen manufacturer Cross to create concessions in 50 stores across the UK, Europe, the Middle East and Africa.
It won the five-figure project without a pitch. The first concessions open in London department stores Harrods and Selfridges in a few months time.
These will form the blueprint for the international roll-out, which will take place over the next three years.
Portland Design is repositioning the Cross brand in a retail context to communicate the changes to the brand at a corporate level, according to Portland Design managing director Ibrahim Ibrahim.
US design group Carmichael Lynch created the new brand identity in silver, black and blue to replace the former green and gold logo, which is being phased in.
The concessions are designed to reflect Cross’s move away from its old-school brand identity, which features traditional materials and colours, adds Ibrahim. Portland Design is creating “contemporary lifestyle” graphics for each concession.
Cross is launching its third new product, designed in-house, this week. The Ion pen, which extends from three inches and features coloured ink, follows the launch of the ATX and Morph pens earlier this year.