For Dummies

Impactful, inviting, imaginative... simple.


From Strategy

The success of the iconic For Dummies brand of instructional books is that they have always been simple to spot on the shelves. However, in a huge store such as the flagship Dymocks store in Sydney, they were getting lost amongst the crowd.

Our strategy was to increase brand presence and impact without compromising the heritage status of the building.

Our design direction matched the strength of the brand with an engaging in store presence that evokes a sense of fun and quirkiness.

To Store

Utilising the striking black and yellow colouring, the famous ‘Dummies Man’ and the distinctive typography, we totally transformed the space into a visible and vibrant magnet for knowledge thirsty shoppers.

Leaving nothing to chance, we included digital signage to enhance the overall customer experience. Dynamic, visually-led, interactive LCD screens were stationed in the centre of the display as a further source of customer education and to promote For Dummies core brand offer.

The complete For Dummies hub, from concept to execution, is a focal point of the Sydney Dymocks heritage store drawing attention and attracting customers.

A great collaboration between GuihenJones, the world famous ‘For Dummies’ brand and Dymocks Sydney





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