Brand Identity & Service Launch
Bespoke by Ashley Wilde
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Ashley Wilde Group wanted to launch a new bespoke service that gave interior design clients a seamless ordering experience. By providing access to the complete Ashley Wilde fabric archive and bringing manufacturing in-house, the service aimed to reduce client lead times while creating a more circular production system. The challenge was to develop a premium visual identity that felt distinct while remaining connected to the parent brand.
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As the graphic designer at Ashley Wilde, I was responsible for developing the visual identity and bringing the service to life across multiple touchpoints. What began as a logo request quickly evolved into a wider brand identity after I worked with the team to explore the broader requirements of the service. I managed the project from concept through to final production, adapting the direction as requirements evolved within a six-month deadline.
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I delivered a complete brand identity system across digital and physical applications, including UI layouts for web development, social media templates, sales collateral, product folders, information guides, price lists, and secure transit packaging concepts.
Professional mock-ups showcasing the final visual identity and key assets created for this service.
Project
Showcase
My research explored both direct and luxury competitors, alongside inspiration from Ashley Wilde’s in-house textile design team. By aligning with their existing creative approach, I developed a visual direction that reflected the quality and expectations of the new service. The final mood board and logo development board established the foundation for the brand identity.
Research &
Exploration
Visual Direction Mood Board
Logo Development / Font Exploration
This selection from the signed-off brand guidelines showcases the premium visual identity, including a refined logo suite and custom typography designed to complement the wider Ashley Wilde brand. The colour palette was initially inspired by an in-house project before being refined into a minimal, considered system that balanced premium positioning with digital accessibility requirements.
Brand
Guidelines
I designed the website UI layout concepts, translating provided user journey snapshots into a premium, minimalist web experience. While the final development was outsourced to an external agency, I provided the complete visual direction and ensured the layouts strictly upheld the newly established brand guidelines.
Digital
Applications
UI Mockup Log In Page
UI Mockup Home/Landing Page
UI Mockup Order Process Page
UI Mockup section of Order Overview/ Checkout Page
I developed the printed assets for the launch, extending the brand guidelines across physical packaging, complex information documents, marketing collateral and production details including wash care labels and packaging stickers.
