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’.
A ‘split’ was developed as a key graphic to increase recognition and allow flexibility and creativity across all creative outputs.
The logo remained unchanged whilst developing a new roundel, a more expressive tone of voice, a new graphic language, a rich interiors-led colour palette and a graceful modern typographic style inspired by Heal’s past.
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.
Design for Print
Wayfinding / Signage
Photo Art Direction