Campaign: GuihenJones Creates Display For Dummies

Campaign: GuihenJones Creates Display For Dummies

Retail Point of Sale specialists GuihenJones has created a hub for the world-famous ‘For Dummies’ brand.

The display is currently in the Sydney Dymocks flagship store.

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 Dymocks, they were getting lost amongst the crowd. They needed to stand out but without compromising the heritage status of the building.


Retail communications specialists GuihenJones were tasked to come up with a simple solution. They set about to match the strength of the brand with a strong in-store presence that evokes a sense of fun and quirkiness. Utilising the striking black and yellow colouring, the famous ‘Dummies Man’ and the distinctive typography, GuihenJones totally transformed a unique space into a visible and vibrant magnet for knowledge-thirsty shoppers.

Dummies_Bookshelf_Ret_03_BEFORE_HR_CMYK Dummies_Bookshelf_ANGLE_Ret_02_HR_CMYK

Leaving nothing to chance, GuihenJones even 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.

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