About
eXtra, founded in 2003 by United Electronics Company (UEC), is a leading consumer electronics retailer in the GCC with over 42 stores across Saudi Arabia, Bahrain, and Oman. In 2011, it became the first Saudi retailer to launch an e-commerce platform.

Challenge
Establish a brand ecosystem including strategy, visual identity and associated architecture that would set a new in-store experience to engage and resonate with both current and future customers.

Solution
Value Added Services (VAS) is critical to delivering a rewarding in-store experience whilst contributing to the retailers bottom line. The new brand strategy and system provides a simplified, intuitive architecture and visually engaging set of icons that communicate the service channels, encouraging uptake across home set-up to extended warranties.