The iconic British furniture retailer Heal’s was losing ground to online pretenders. We created a new branding system, tone of voice and visual identity to enable them to reclaim their legacy and market position.
We worked closely with Heal’s to understand the business goals, heritage, and the challenges they face in an extremely competitive market. The brand’s DNA was deciphered and distilled and a series of consumer messages were born out of the positioning statement of ‘Where Design Lives’.
An extensive brand book was developed that allowed us to explore the versatility of the design language and messaging, to set photographic guidelines and rules for the brand in-store and across digital.
The design team at Heal’s now use the brand guidelines and are applying them throughout stores, marketing and digital applications.
“Deep worked with our internal teams to embrace a new brand position and to guide us into a new creative feel that we could take forward. We strongly believe that the new brand will give us that edge that allows us to stand out from a crowded market.”
RUTH COTTERELL, HEAD OF MARKETING, HEAL’S, PROJECT SERVICES
Featured in Design Week & The Drum