How We Developed a Luxury Brand
29th January 2019
In terms of web designs and builds, 2019 has gotten off to an exciting start for Nu Image!
One project in particular that has sparked our imagination is Goldsmith & Cooper, a new brand of luxury glazing products provided by local glaziers Norwich Glass Company. Already a valued client of ours, Norwich Glass Company entrusted us to work with them to create a new luxury brand to target a regional audience interested in bespoke, high-end glass installations.
With this in mind, our initial focus was to create a brand strategy for Goldsmith & Cooper that reflected the quality found at the heart of the company. This included a classic, aspirational brand identity, an eloquent and caring tone of voice, and a range of persuasive offline marketing materials.
Branding and Design
For Goldsmith & Cooper, we chose an opulent gold, paired with a deep charcoal grey to give prestigious identity in line with their quality handcrafted installations. This also works as a lovely neutral palette.
On every page of the website, we added detailed animations to highlight the clear creativity of the company and draw the user’s attention to specific areas of importance on the web page. Following on from this, large imagery has been placed across the website to showcase each of the impressive projects they’ve worked on.
Website copy and content
As we were forging the brand from scratch, we first needed to create the perfect brand name that would sit comfortably with the chosen target audience. After deep discussions with director, James, it was decided that a distinguished name, reflecting heritage would support a trusted and high-quality brand. We discovered that James’ father’s business operated under the name of Cooper & Goldsmith, many years ago, and it felt right to acknowledge this heritage within the new brand.
When providing a skilled service such as glazing, it is particularly important that your potential customers can see for themselves that your company will carry out an exceptional service from start to finish. For this reason, we kept the amount of copy to a minimum to create clarity about the services provided and to lend the imagery a greater focus. The tone of voice has been carefully crafted to echo the standard of service provided, and the level of care taken to carry out a bespoke glass installation.
Brand strategy and additional extras
When putting together a brand strategy, it would be easy to get distracted with the main developments such as the website, images, copy, and social media. Nonetheless, it’s often the attention to detail that brings the entire brand together. We’ve worked on supporting the new brand with van graphics and business cards for Goldsmith & Cooper, ensuring their main source of offline marketing is as strong as their online presence.
We are lucky enough to have worked alongside many high-end brands, from luxury boats for sale to handmade slippers, supplied to royalty.
If you’re looking to bring your new brand to life this year, be sure to get in touch with our digital marketing agency today to discuss the beginnings of your exciting venture.