The Bush brand had significant heritage in the UK market but over the years this had been eroded by perceptions of poor quality and inferior technology. The brand was delivering static sales across Argos and was under threat from budget brands. Bonfire Creative Intelligence was tasked with helping Bush to realise its potential. Bonfire simplified brand communication, making it consistent across all channels and enhancing its appeal with a more contemporary and desirable feel. It was essential that the brand could hold its own against brands like Sony so the new strapline - Real Life Technology - and the visual icon – Bush Twist – were developed. The brand was made to be more visually appealing and on the first day of trading with the new brand identity, incremental sales achieved at Argos more than paid for the company’s design investment. Sales were up 30% year-on-year in launch week and have averaged increases of between 20 and 25% YOY in all subsequent weeks.