As part of the creative team, I helped develop a new campaign concept: Dyas it. The idea was to position Robert Dyas as the go-to solution for everyday tasks, whether fixing, cooking, or gardening. We crafted simple, practical messaging and visuals built around this versatile phrase, such as Cook it, Fix it, Store it. The campaign was rolled out across in-store, print, and digital platforms.

The Dyas it concept captured the essence of Robert Dyas as a practical and approachable high street partner, showing how the brand could help customers tackle everyday jobs without fuss. Bold text, bright colours, and clear photography reinforced the message. This strategy moved the focus away from price-led messaging, addressing the perception that Robert Dyas was expensive and highlighting its broad product range and practical solutions instead.