Pitching to secure the account last year, Reef presented a brand evolution campaign, refreshing brand identity, tone of voice and image to reflect a more confident, less colloquial brand, aiming to re-stake their market leading positioning many competitors had tried to copy. Through consumer research and a thoughtful strategic plan, the refreshed brand was born. 20 days location photography showcased every range within inspirational houses representing a cross section of British homes. A moving image brand film would carry the new messaging across platforms including web, POS for exhibition and events and eventually would be rolled out to retailers as an internal sales tool. Swatch photography shot in Reef’s in-house studio ensured all product was colour-matched to represent the product accurately. The new photography was then showcased in a 212pp brochure using both luxurious uncoated and high-fashion gloss stock with a tactile soft-laminated cover with foiling for that extra special feel. The brochure, imagery and new identity was launched at Decorex International in September 2016 and was received exceptionally well not only for how beautiful the design and photography was, but for the strategic, user-friendly way the brochure was put together, aiding retailers with their sales. Ongoing support and brand guardianship across web and social media ensure the new brand positioning is consistent across various platforms.
Creative Direction. Graphic Design. Production. Photography. Art Direction. Account Handling. Reprographics.