HOME FOCUS - BRAND GUIDELINES
The Home Focus at Hickeys stores are one of Ireland's leading soft furnishings fabrics and accessories retailers, with eighteen shops nationwide. Though the basic 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.
The challenge was to take historical assets and merge them to create a consistency across the brand, while tweaking and cleaning up existing logos, and creating a structured and defined system of colour use, typography and grids to take the brand into the future, across a variety of media and in-store use.
We reviewed historical assets including posters, advertising, brochures, signage, web and social media content to look for consistencies in logo usage and colour systems common over the years Home Focus has been operating.
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.
We also created an elegant typographic style guide, along with a guide for product and lifestyle photography, delivering both the technical and emotional requirements of the client's photography-illustrative needs.
Steeped in the company's history and place, the brand system feels familiar to customers, while taking a step into the future.
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. Along with photographic and colour scheme moodboards, new key photography was created to show the logo and assets in action in the real world.
SCOPE OF WORK
DISCOVERY & STRATEGY SERVICES
Opportunity Analysis and Strategic Planning
Visual Identity and Assets