Brand Identity & Service Launch

Bespoke by Ashley Wilde

Brief:

Ashley Wilde Group wanted to launch a new service that provided their interior design clients a seamless ordering experience. This service would give their client access to the complete Ashley Wilde fabric archive and the opportunity to have their bespoke products made without the designers needing to source third-party machinists. The intention of this service was to create a fully-circular system at Ashley Wilde whilst also reducing their clients lead times. The CEO wanted the service to sit at a more elevated, premium level distinct from but nestled under the parent company brand.

My Role:

As the graphic designer at Ashley Wilde, I was responsible for the visual output of this service. What started with an initial logo-only request quickly developed into a full brand identity system after I discussed questions with the team. I managed this project from initial concept through to production, adapting the identity as the brief evolved while maintaining a premium connection to the wider Ashley Wilde brand. This was a highly-pressurised project with constant moving requirements under a strict short deadline of around 6 months total.

Result:

At the end of my time on this project I had worked on a full visual-brand identity system, User Interface layouts for the website developers, multiple print outputs for sales rep and marketing use including carry case concepts, leave behind product folders for clients, complex information specification guides and price lists, packaging concepts for transport and presentation and visual direction/templates for the social media executive.

Project Showcase

Professional mockups to showcase the final visual identity and key assets created for this service.

Printed Marketing Flyers/Postcard Concepts

Product Presentation Packaging Mockup - External

Product Presentation Packaging Mockup - Internal

Sales Rep Leave Behind Roll Folder Mockup

Research &
Exploration

My initial research came from a mix of what direct and luxury positioned competitors were offering and inspiration from the wider in-house textiles product design team. I leant into what the in-house team were working on to develop and strengthen the direction for the visual identity ensuring that what was developed would also support their expectations. Below is the final mood-board determining the direction for the brand as a whole and logo development board.

Logo Development / Font Exploration

Brand Guidelines

Below is a selection from the final brand guideline document that was signed off. Final development of the available logos, chosen typography that complement the wider Ashley Wilde brand and colour development that was inspired by an in-house project and refined for a paired back, minimalist use for this premium brand and developed to work with accessibility in mind.

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Digital Applications

I produced UI layouts for the website upholding the brand guidelines to create a premium level feeling website. The development of the website was outsourced to an external company but I was required to provide the visual direction for the website based off of provided User Journey snapshots from a presentation.