Tesco Direct approached me to help them conceptualise their home shopping presence, looking not only at a traditional catalogue but a fresher digital articulation of their brand. Trying to establish significant market position in what is an incredibly competitive market was the key objective. As the largest retailer in the UK, Tesco have an impressive heritage and company values, but struggled to break out of the industry stereotype and penetrate this new sector. Our central focus was on genuine, honest, human, dialogue, stories and simple, fresh, intuitive content.