INTRODUCTION

WHSmith has been successfully known for its extensive range of books, stationery, and convenience products. However, I have observed that the brand’s market value has seen a gradual decline compared to its competitors such as Waterstones and The Works, this decline can be observed by looking at the decline in WHSmith’s market capitalisation, where it declined from £2.15B (7,75%) in January 2022 to £2.05B (-4.33%) in January 2023 then to £1.75B (-15.15) in January 2024 (Disfold, 2024). 

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PROBLEM IDENTIFICATION | What Went Wrong

WHSmith lacks distinctiveness – its store design and layout are often perceived as cluttered and outdated, In addition, Evidence suggests that WHSmith has been struggling with its online proposition (website and e-commerce services) as it can be seen in the backlash and negative reviews in regards to the online services, which is challenging for clients to use (reviews.io, n.d.). 

 

Lastly, WHSmith faced a backlash over its rebranding effort due to the resemblance with the NHS brand, which led to widespread criticism, adding to that the social media reactions, which were particularly harsh, with customers expressing frustration at the perceived disconnect between the brand and its audience (The Independent, 2023). 

 

Therefore, I propose refreshing the WHSmith brand identity to honour its rich legacy while emphasising that WHSmith is a trustworthy yet inspiring one-stop shop, offering thoughtfully curated, reliable and high-quality products that seamlessly fit into and enhance customers’ lifestyles whenever they need. 

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SOLUTION

Refreshing WHSmith brand identity to honour its rich legacy while emphasising that WHSmith is a trustworthy yet inspiring one-stop shop, offering thoughtfully curated, reliable and high-quality products that seamlessly fit into and enhance customers’ lifestyles whenever they need.

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TARGET AUDIENCE

The new WHSmith brand will appeal to stationery lovers, readers, and those on the go.

• Stationery Lovers: Creative, organised individuals (students, professionals, hobbyists) who value stylish, functional stationery for journaling, planning, or crafting.

• Avid Readers: Curious, imaginative book lovers who enjoy a variety of genres and appreciate accessible books, magazines, and e-readers.

• On-the-Go Individuals: Busy commuters, travellers, and professionals seeking convenience for snacks, reading materials, and travel essentials.

 

BRAND MISSION STATEMENT

Our mission at WHSmith is to be a trusted partner in everyday moments, blending our rich heritage with modern solutions. We are dedicated to delivering high-quality, reliable products that spark creativity, enhance productivity, and provide convenience for all—whether you’re a stationery enthusiast, an avid reader, or on the move. WHSmith strives to offer thoughtful, dependable products that cater to your needs, whenever and wherever you need them.

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We are rebranding WHSmith with a renewed focus on maintaining the brand’s iconic word-mark logo style, a hallmark of its identity for decades. This approach emphasises WHSmith’s most valuable asset—its name, which carries a legacy of heritage, quality, and trust. By refining rather than replacing this style, the rebrand aims to modernise the look while staying true to the traditions that have made WHSmith a trusted name among generations of customers.

 

Tagline. Trusted Quality, Every Time