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