Refreshing an identity and reinventing a brand for a maker of bespoke and beautiful self-playing pianos.
This UK business projected a brand proposition steeped in history, heritage and craft but not in-line with the experience and expectation of its international audience of high net-worth individuals.
They asked us to design and develop a luxury brand styling that would sit well either online or in their Harrods concession.
The essence of a stylish brand identity was there, it just needed refining.
We took the existing identity and stripped away the colour and graphic block. By simplifying the logo back to the logotype and adding an ownable background texture inspired by the strings of their pianos, we created an identity with understated confidence and assured style.
The new styling was applied across all customer touchpoints – from stationery and brochures to the website and other digital activity. Copy was also written to project and reinforce their positioning of creativity and craft.
For the business cards we used yellow and grey duplexed card with the string pattern and copy replicated in a debossed silver foil for a premium finish.
The styling of the new collateral elevated the brand perception and was crucial in the subsequent increase in sales.
The modern and elegant design was brought to life consistently and creatively across the website. Crisp and vibrant photography was applied with consideration, with patterning added to create pace to ensure that the pianos were the focus.
A simple, customised customer journey was created specific to two distinct customer types, leading the user through the site depending on their preference to browse and inspire, or to create and configure a design.
The brand styling was extended into advertising in the Harrods in-store magazine.
This understated advertisement, placed within the style and interiors feature, positioned the pianos as an essential part of a cultured interior design scheme.
The new identity was applied across employee apparel, engraved piano tuning wrenches and various other applications. The styling now permeates all aspects of the business.
