Brand Identity & Service Launch
Bespoke by Ashley Wilde
Client
Ashley Wilde Group
Industry
Home Interiors • Textiles • Interior Design
Deliverables
Brand Identity • Logo Suite • Typography System • Colour Palette • Packaging Concepts • Presentation Folder • Brochure • Website Visual Concepts • Social Media Visualisations
Skills
Developing the visual identity and launch assets for Ashley Wilde's premium made-to-measure furnishing service, creating a cohesive brand system across print, packaging and digital applications.
Role
Graphic Designer
Year
2024/25
Brand Identity • Art Direction • Typography • Packaging Design • Visual Systems • Creative Concept Development • Print Design • Production Artwork • Digital Design • Brand Application
The Brief
The Challenge
My Role
Ashley Wilde Group launched a premium, made-to-measure furnishing service to give interior designers access to their full fabric archive. Initially asked to just create a logo, I ended up taking sole ownership of the entire visual identity, translating it across print, packaging concepts and web visuals.
The service needed to feel premium and distinct while retaining a clear visual link to the parent company. As the sole graphic designer allocated to the launch, I was responsible for navigating a fast-moving, evolving brief completely independently. I had to manage the project’s scope, adapt to shifting stakeholder requirements and ensure the brand system remained entirely cohesive across both print and web environments.
As the sole designer on the project, I was responsible for taking the brand from initial concept to a finished visual system across physical and digital formats.
Visual Identity & Typography: I developed the complete brand system, pairing all-caps, tracked-out Roman headings with Futura Standard Light to elevate the brand’s aesthetic while maintaining a modern, premium feel.
Colour & Accessibility: I established a primary palette of off-white and rich dark brown, designing light and dark colour pairings specifically to meet digital accessibility standards.
Packaging Concept: I designed a premium presentation box concept, including branded tissue paper and custom sticker layouts, taking the assets up to production-ready files.
Digital & UI layouts: I designed the visual layouts for the homepage, a custom order interface and the checkout page in Illustrator, alongside responsive concept templates for social media.
Outcome
The identity was approved and implemented as part of the launch of Ashley Wilde's new made-to-measure service, providing a consistent visual language across packaging, marketing materials and digital communications. The project demonstrated how a simple logo request could evolve into a cohesive brand system that supported the introduction of a new commercial service.
Reflection
This was my first opportunity to develop a visual identity almost entirely independently within a commercial environment. The project taught me the importance of looking beyond individual assets and considering how typography, packaging and digital touchpoints work together as a complete brand experience. While I would have valued more structured creative feedback during the process, I'm proud of the responsibility I was trusted with and the confidence it gave me in developing and applying a brand identity across multiple formats.