HEAL’S

Where Design Lives

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.

Deep Design Agency Heals 1

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’.

Deep Design Agency Heals 2
Deep Design Agency Heals 3
Deep Design Agency Heals 4
THE GRAPHIC SPLIT

A ‘split’ was developed as a key graphic to increase recognition and allow flexibility and creativity across all creative outputs.

Where Design Lives

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.

Deep Design Agency Heals Brochure F
THE GUIDELINES

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.

Deep Design Agency Heals 6
Deep Design Agency Heals 7
Deep Design Agency Heals 8
Deep Design Agency Heals 10
Deep Design Agency Heals 11

The design team at Heal’s now use the brand guidelines and are applying them throughout stores, marketing and digital applications.

Deep Design Agency Heals 12
Deep Design Agency Heals 15
Deep Design Agency Heals 13
Deep Design Agency Heals 14
Deep Design Agency Heals 16

“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

Brand Strategy
Brand Positioning
Brand Identity
Creative Direction
Design for Print
Wayfinding / Signage
Photo Art Direction