Vale Designs

A brand refresh to more effectively connect with their target market and attract higher value clients

Brand Design / Photography / Illustrations / Copywriting / Website Design / Website Development

showing Stanny House kitchen from doorway with island, stools and mantlepiece over range cooker
showing circular Vale Designs logo in white on green background

The Client

Vale Designs is a Suffolk based business who design and handmake bespoke kitchens and furniture for clients in Suffolk, Norfolk, Essex and beyond.

showing green Vale Designs A4 document folder slightly opened
Vale Designs business card with green cover and white back cover with contact details and compass illustration
Burnaville Hall kitchen with kitchen island, cabinets and open shelving

Challenges & Objectives

With no fixed collections or product ranges, every design is unique and therefore takes time. Vale Designs’ current branding and website did not position them as specialists in kitchen design as well as highly skilled cabinet makers. This meant that some inquiries resulted in time spent creating a design for customers who were not in the market for such a high-end product.

The aim of the refresh was to emphasise the detailed process, specialist design service, unique product and the superb craftsmanship to connect more effectively with the right customers and to better quantify initial leads before investing time in a design.

cover of Vale Designs A6 concertina fold process leaflet
concertina leaflet open, showing three pages: kitchen build description, image of plainer and hand paint finish description
black and white image of a stack of timber in the Vale Designs workshop

The Solution

We carried out an analysis of Vale Designs’ clients, competitors, current customer journey and brand touchpoints. This helped us identity gaps and opportunities in the customer’s user experience.

We have refined and extended Vale Designs’ visual identity by updating the logo to add elegance and more weight, so that it works better in both, print and digital touch points. We have added a set of wood cut style illustrations which visualise the process and customer journey to convey the quality of craftsmanship and the charm of their beautiful kitchens. This mix of quality and skill is also reflected in the selection of brand typefaces.

Previously only using dark green and white as brand colours, we have extended the palette with beige and brown tones to add warmth and softness to reflect their dedicated, personal approach. The engaging tone of voice and content authentically communicates the Vale Designs’ culture, values and story and invites the audience to take a look behind the scenes.

We redesigned the website and created additional brand touchpoints including a process brochure and sample kitchen sheets to help customers understand the buying process.

an angled mock up of the Vale Designs' homepage and About us page
Vale Designs process page shown on a mobile phone, here showing the Vale Designs van illustration and kitchen fitting description
two mobile phones – one of them displaying the Vale Designs home page, the other showing the Our Process landing page
Vale Designs process landing page hero image shown on a laptop
an angled mock up of two Vale Designs' kitchen case studies on the Vale Designs website