Western Union is the industry leader in global money transfer, with over 510,000 agents in 200 countries. We worked with them on a number of concept stores. The aim of the ‘Yellow Shop’ was to test whether agents with stronger branding were more successful than unbranded or lightly branded locations.
We helped to develop a set of comprehensive guidelines that are detailed enough to ensure consistency, yet flexible enough to accommodate many different applications across a wide variety of agents.
The brand program consisted of 50 Western Union agents, across 16 countries and four continents.
As third party agents, there is a wide variety of retail formats and owners or landlords so an agile branding solution was essential.
The ‘Yellow Shop’ proved a huge success – the enhanced branding internally and externally increased footfall and provided a significant Return on Investment. It has since been introduced worldwide, including New York, Hong Kong, Sydney, Nigeria and Dubai.