The Solution
After the initial meeting and workshop questions, it was clear that the main target audience is generally older people, who need support with things like repairs, setups, transfers, cleaning, and tutorials. We explored two options when looking at the brand, one a bit more formal with more muted tones, and one, the chosen version, that was stronger and more playful.

Dan chose the more bold option, and we’re happy with that decision. Sure we might think of some demographic groups as more conservative, but nobody wants to think like an ‘old’ person.

We want Geek Squad to look like they act positively, they fix things that you don’t know how to fix with confidence and enthusiasm – be gone ‘medical’ cliche.

The characters (the squad) give a nice bit of ownership to the brand. We can use them in all sorts of comms to help draw interest and convey key messaging.