Branding - Select Living Group
In branding workshops we discussed Joe and Josh’s vision for the company they have inherited from their parents. We talked about audience, product, customer journey and the all important ‘why’ message. This gave our designers a starting point for the brand development.
We designed three stylescapes to establish the right direction for the new brand. During the review, Joe and Josh chose the one they felt worked best for them, but wanted to incorporate some elements of the other two.
We produced a final stylescape based on the feedback we received from Joe and Josh. This stylescape paved the way for the brand development to come, establishing elements such as logo design, colour palette and typography rules.
Developing a unique tone of voice was a key step in creating a brand that stands out from the competitors. We wrote product copy that sounds like a dating profile and slogans that capture the low maintenance nature of the brand and products.
We created the brand document based on the stylescape. This is a comprehensive document that provides detailed guidelines on numerous aspects of the brand, from logo usage, to tone of voice, to layout rules.
Because we have a retainer agreement in place with Select, we have had scope to implement the new branding across a wide range of touchpoints. We’ve also continued to update the brand guidelines as the brand has evolved over the last few years.
KEY TEAM MEMBERS
Zoe
She / her; green / blue. Zoe is a designer, daydreamer and self-anointed snack queen. Once described as “so awkward she’s charming” by a friend, there isn’t a day that goes by without her accidentally slipping in an innuendo. In winter, she hibernates in a blanket of books and netflix, but by late spring emerges with her trusty birkenstocks, ready to go on photography adventures and socialise with the neighbourhood cats. If she were a pokemon she would without a doubt be Pikachu, but a buzzfeed quiz has determined her to be a Magikarp. She’s a firm believer that buzzfeed quizzes cannot be trusted, under any circumstances.
Mel
She / her; red / blue. Mel is a writer, editor and designer. Equally happy hiking a muddy trail as playing tabletop roleplay games by candlelight. Will seize any opportunity for a party, as long as said party features copious food, prosecco and hits from the 1980s. Her true passion lies in words. A student of literature, she is fascinated by enduring myths, etymology and science fiction. Kurt Vonnegut is her hero. “We are here on Earth to fart around, and don't let anybody tell you different.”
THE CLIENT
Select Living Group sell low-maintenance garden upgrades designed to give people more time to enjoy their garden without all the hard work. Their products include eco-friendly composite decking, artificial grass, artificial plants and artificial plant walls.
THE GOAL
When Joe and Josh from Select first came to us, they were looking for a graphic design agency to help them produce some easy-to-follow installation guides for their products.
At that stage, Select had no brand guidelines at all, so we recommended a mini branding project to help us establish some visual rules for the new installation guides.
Joe and Josh realised that they needed a much stronger brand identity to take their business forward, and so they asked us to work with them to develop the brand further.
THE SOLUTION
Our initial installation guide project evolved into a long-term partnership, during which we have significantly developed the brand across all touchpoints.
We love working with Joe and Josh because they are always keen to listen to our insights and trust our advice. They gave us a lot of flexibility to be really creative with their branding, which has made the difference between an average brand and one that really stands out.
Select now have a retainer agreement with us that covers all their marketing, including graphic design, online marketing, web development and brand implementation.
THE TEAM
Our creative guild, led by our brand expert Mel.
THEY SAID
"The guys over at Rusty Monkey are fantastic. They have truly transformed the way we market, as well as operate as a business.
The journey started with ourselves trying to find a professional marketing agency to produce installation manuals for our products. I had conversations with 3 or 4 marketing agencies in the area. Before price had even come into it, our decision had been made. Matt listened and, more importantly, understood the purpose of what we were trying to do.
Slowly but surely, we have started increasing our retainer with these guys and we haven’t looked back. I’ve learned a lot since getting to know everyone there. The business relationship they offer is far more personal than anything I’ve experienced before.
Looking forward to the future!"
-- Joe Fisher-Burdett, Select Living Group
THE OUTCOME
The new brand makes Select stand out from other operators in their industry. We have helped them to take up a unique position by developing a quirky visual style and tone of voice that really sets them apart. Since the rebrand, Select have been able to vastly expand their product range and grow their business significantly.
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