Project Description
Branding Fashion Hardware
PROJECT SCOPE
Branding & Identity Design
Brochures & Collateral
Brand Guidelines
THE CHALLENGE
The cabinet hardware industry is somewhat traditional, led by large, well-established companies. Since Wisdom Stone is anything but traditional, they needed branding with a unique approach and strong differentiators to carve out turf as an affordable fashion line.
OUTCOME
We collaborated with Wisdom Stone via workshops, discovery and competitor research to build core messaging, a positioning strategy and identity system to firmly place them within their retail category.
01 | The Company
Designed for demand
Wisdom Stone is a new cabinet hardware brand for a stylish, value-conscious consumer. They’re a family-owned company that wanted to make it fun and affordable to bring signature style to the home, without breaking the bank.
They had already been successfully manufacturing mailboxes under the name of Architectural Mailboxes for 15 years. While upgrading knobs for their mailbox line, they were approached by a big box store about starting a line of knobs and pulls as a standalone product to sell on their shelves.
02 | The Strategy
Discover + Distill
Because the three stakeholders had spent years building the primary brand, we felt that a brand character workshop would help them draw from existing experiences and inform the aspirations for this new venture.
From there, we distilled all our discovery and strategy into documents to inform the creative work.
Strategy Initiatives
Review, research + analysis of the market
Competitor review
Character workshop
Brand positioning, differentiators + tagline
02 | The Strategy
Discover + Distill
Because the three stakeholders had spent years building the primary brand, we felt it would be a great idea to conduct a character workshop, both to draw from existing experiences, and to decide on new aspirations for this startup.
From there, we distilled all our discovery and strategy into documents to inform the creative work.
Strategy Initiatives
Review, research + analysis of the market
Competitor review
Character workshop
Brand positioning, differentiators + tagline
03 | The Identity
Value + Style
We wanted to make it clear that, although it’s a value brand, Wisdom Stone’s hardware is beautifully-designed and sturdy, which is reflected in the logo design and typographic choices.
Purple conveys luxury, and a greek key reflects the family’s heritage.
The motif does double-duty, communicating strength and style while providing contrast to the delicate forms in the logo.
Identity Initiatives
PR and marketing images
Style boards
Icons, patterns + motifs
Stationery
Style guide
03 | The Identity
Value + Style
We wanted to make it clear that, although it’s a value brand, Wisdom Stone’s hardware is beautifully-designed and sturdy, which is reflected in the logo design and typographic choices.
Purple conveys luxury, and a greek key reflects the family’s heritage.
The motif does double-duty, communicating strength and style while providing contrast to the delicate forms in the logo.
Identity Initiatives
PR and marketing images
Style boards
Icons, patterns + motifs
Stationery
Style guide
Color
The client wanted a fresh, fun visual approach that would highlight the fashion aspect of the hardware, so we developed a fairly liberal secondary color system to provide options as their line increases.
The colors comprise mostly jewel tones, as many of the hardware items contain colored crystals.
Color
The client wanted a fresh, fun visual approach that would highlight the fashion aspect of the hardware, so we developed a fairly liberal secondary color system to provide options as their line increases.
The colors comprise mostly jewel tones, as many of the hardware items contain colored crystals.
Creating consistency
Greater range
To provide even greater visual range, we added a library of patterns and geometric borders that can be mixed and matched to adapt with the variety in their product line
Fun + fashionable
This system keeps it fun and fashionable, and allows for the creation of mini-vignettes to be used on social media and other digital channels.
Creating consistency
Greater range
To provide even greater visual range, we added a library of patterns and geometric borders that can be mixed and matched to adapt with the variety in their product line
Fun + fashionable
This system keeps it fun and fashionable, and allows for the creation of mini-vignettes to be used on social media and other digital channels.
Fun + Accessible
The heart of Wisdom Stone is in its relationships. From vendor partners to DIY homeowners, their focus is value – a ratio of price, materials, and production.
The company’s joy is in what their products bring to the home, and this care can be seen in the fun and accessible way they’re presented.
Fun + Accessible
The heart of Wisdom Stone is in its relationships. From vendor partners to DIY homeowners, their focus is value – a ratio of price, materials, and production.
The company’s joy is in what their products bring to the home, and this care can be seen in the fun and accessible way they’re presented.
“The brand guidelines are my bible, I use them every day. “
Jade Dayen, Brand Manager, Wisdom Stone
Need help with branding?
CLAIM YOUR SUPERPOWERS WITH CLARITY & INTENTION
Need help with branding?
CLAIM YOUR SUPERPOWERS WITH CLARITY & INTENTION
