For Christmas 2010, Dixons Retail plc commissioned Axon to produce a 100-page Gift Guide, promoting the huge range of products available from their two major retail brands, Currys and PC World.
The Gift Guide would coincide with the merging of many of their outlets into single, joint-branded megastores. This would therefore be the first publication to present both the Currys and PC World branding side-by-side; many of the logistics of this, from cover logo to caption information and customer guidance, had to be determined during production.
Axon proposed an opening section with original photography of styled product groupings. Themes were established for these, ranging from straightforward gifts for men and for women to innovative groupings such as gifts for partygoers and for stylish kids. In addition to these set-up product shots, a home office was styled and shot to present office equipment and accessories; a kitchen for small appliances; and a living room for a complete home entertainment system. All of this photography and styling was managed by Axon.
These styled pages had to sit comfortably with the use of supplied product shots elsewhere in the guide, and Axon had to design the overall look and feel of the publication to achieve this.
Each Gift Guide also had to be printed with a unique 16-digit number, in order to enter customers into a giveaway draw. The back cover had to be designed in order to accommodate this. And in the highly-competitive electronics market, the guide had to accommodate price and product changes up until the last minute.
Axon's creativity was maintained throughout the intense and logistically challenging production schedule required to deliver this project. The Guide successfully combines original photography and supplied product shots in a single publication; employing a modern but friendly typeface, and a stylish black cover (which could highlight the "bauble" graphic device being used in stores), the result was a stylish Gift Guide with a high pick-up appeal, which drove sales both in store and online during the crucial Christmas period.