Crafting an identity for a British furniture icon
ercol
We were approached by the British furniture icon to pitch for the role of brand design partner. The challenge was to help consumers understand that ercol offers products for the entire home - unique in the furniture industry - but also to move the brand closer to the desires of a large percentage of customers who are purchasing statement pieces rather than matching sets.
Having reviewed the target audience and market differentiation our first response was to suggest a visual style unique to Ercol; representing the timeless design found within their furniture, and also their approach. We reviewed archival literature and reintroduced some of the details and design touches found within Ercol brochures and advertising between the 1950s and 1960s. From a business perspective, the introduction of a transactional website for the first time gave Ercol direct interaction with the consumer and allowed us to craft a verbal identity that was entirely Ercol - open, expressive and inspiring, whilst not being overly informal.
Our campaign 'Find Your Signature' invited the idea of choosing pieces consumers find a connection with and which represents their personality. A statement or practical addition to their home that will become, quite literally, part of the furniture. The new brand campaign was rolled out across an entirely updated 100+ page brochure, online, in-store, social and on film.
Studio Mad Keen works with the business on a daily basis, overseeing the brand and delivering all creative content in partnership with the ercol Marketing Team. We carefully manage the brand across all channels, from social media and brochure design to films and promotional campaigns.
+ Brand positioning
+ Social Media Management
+ Creative Direction
+ Print and Digital Design
+ Copywriting + Promotion
+ Film and Photography
Our approach enables
brands to flourish.