Project Information
The John Lewis apps had diverged. They had taken on a look that was in-keeping with the design patterns heavily associated with iOS and Android, so much so they began to lack any real strong brand presence. Iconography had closely followed the common-use system guidelines from Apple and Google. There was no real clear typographic hierarchy in place to structure the pages.
As Lead Designer on the rebrand for the John Lewis Partnership plenty of time was spent re-considering how Gill Sans (the principle typeface to identify the John Lewis Partnership) was used throughout the business. The old typographic rule book was discarded and a new simplified set of rules where developed to create a dramatic contrast that effectively distinguished headlines from body copy.
Once an app is open, space is of a premium and there are very few places available to create brand presence with a logotype. The common-use home icon in the tab bar was replaced with a minimised version of the principle logotype, providing a brand presence on every page whilst also helping to onboard customers with the new look visual identity. Iconography was also updated, the design reduced to a minimal aesthetic that is much more modern and contemporary and feels like something that is owned by the John Lewis Partnership rather than borrowed from Apple or Google.
The new brand successfully launched on iOS and Android apps on 7th September 2018. As the Lead Designer for this project I provided high-level design for key customer journeys and assisted the team with design direction.
Designed in collaboration with Pentagram with Partner, Harry Pearce