Declan, founder of Jones Joinery and a craftsman with over 11 years of experience in bespoke, premium interiors, was in the process of launching his new venture North Wall Co. Creating DIY kits with the mission of making beautifully crafted media walls accessible, affordable, and achievable in every home, he wanted branding that would reflect his ambition for the business.
Working with his marketing partner Hiya it’s Chelsea I was commissioned to create branding for the business that would encapsulate key messages of luxury, craftsmanship, northern pride and empowerment. Appealing to homeowners with busy lifestyles who want a premium look and feel to their homes.
We started the process by having a discovery call where we discussed brand personality, values, mission and target audience. The next step was for me to create a moodboard with reference images which conveyed my initial styling thoughts to make sure these aligned with Declan’s expectations. Then based on feedback I started generating ideas for the identity.
The chosen design route is a clean, modern word marque which combines the letters N and W with an arrow pointing North emphasising the brands Northern roots. The bold colour palette reflects the natural materials used for the products. The brand kit includes a primary version of the logo, a submark for socials and a secondary version to give flexibility of use. Bespoke patterns using details from the identity were also created to be used across the launch materials.
Once all aspects of the branding were agreed I put the information together in a set of guidelines to ensure consistency when creating any future graphics.
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