cinch Stores
Cinch Stores took cinch from a digital-first product into a physical retail brand. I helped lead the concept and rollout, building the store brand world and delivery system that launched the first wave of UK sites at pace.
At a glance:
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Role: Creative Lead, CD + hands-on
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Scope: Store brand world+ launch comms
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Channels: Retail environment, signage, wayfinding, DOOH, supporting digital
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Scale: 7 stores launched
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Results: Clear brand uplift and trust
The Approach
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Take cinch from screen to site without losing what makes the brand work. Build a physical experience that feels unmistakably cinch, guides customers clearly, and scales cleanly across multiple locations.
What I led
Creative direction + primary delivery
I led direction and hands-on delivery across the store brand world and internal branding rollout, keeping consistency across multiple sites and stakeholders. With no brand manager in place at the time, we (the creative team) owned key brand decisions and aligned directly with senior leadership to get the physical experience signed off and live.
Retail system
A physical brand world that feels confident, clear, and recognisably cinch
Operational rollout
Templates, specs and repeatable assets that scale across sites fast
Launch comms
A simple, high-recognition approach that builds awareness and trust
Rollout
Nationwide launch across the first seven stores, supported by a clear “Now Open” awareness push. Alongside the in-store rollout, I created the original DOOH launch creative using the neon Now Open cue to build recognition and momentum as cinch moved into physical retail.
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7
Stores launched
1000s
Of cars in physical stock
Nationwide
Launch campaign across DOOH + digital
Launch Campaign
Launch Motion
Store Brand World
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Sites + Environment
More work
cinchServicing
Brand Campaigns
Global experience
