How to take years of historical assets, keep that heritage, and merge them into a forward-looking brand guideline was just part of the challenge of redefining the brand guideline for Home Focus. Though the current brand identity and colour scheme has been used for many years, Home Focus had no real brand guidelines, leading to misuse and inconsistencies between stores, advertising and online use. As one of Ireland's leading soft furnishings fabrics and accessories retailers, with eighteen shops nationwide, a consistent presentation is essential.
We reviewed historical assets including posters, advertising, brochures, signage, web and social media content, while tweaking and cleaning up existing logos and brand elements to create a structured and defined system of colour use, an elegant typographic style guide and grids to take the brand into the future, across a variety of media and in-store use. A guide for product and lifestyle photography was also an essential part of the system, delivering both the technical and emotional requirements of the client's photography-illustrative needs.
To capture the modern feeling demanded for the brand to progress, in conjunction with the client's input we designed brand colour schemes with the purpose of producing an emotional reaction in the target audience appropriate for the time of year, including fresh colours for spring, warm for summer, wholesome for autumn, and a comforting Nordic colour set for winter.
A Brand Guideline Book, running over 100 pages long was the key asset produced, defining the brand parameters across Shopfront, Point of Sale, Accessories, Stationery, Digital and Broadcast media.
SCOPE OF WORK
DISCOVERY & STRATEGY SERVICES
Opportunity Analysis and Strategic Planning
Visual Identity and Assets