Branding | Website | Print | Uniform
Nick de Cianti
Project Scope
Brand identity. Website design. Print. Uniforms. Vehicle livery
The Brief
We were asked to create a new visual identity for Nick DeCianti, a tiler and stoneworker specialising in design and restoration of stone and tile for Heritage homes and interiors.
After discussions around mission and values, Nick approached us to re-brand the business and evolve the identity to more accurately represent the skills and craft of his work throughout his business.
We were also engaged to apply this new brand and identity to a fresh website design and build, carrying a new value proposition and tone of voice better suited to clients with Heritage homes and interiors. We also produced printed materials including stationery, a brochure and in addition we designed the van livery and uniforms.
The Solution
We started researching Nick’s trade competitors, craftsmen, stone workers, ceramicists and also the associated businesses in the high end interiors marketplace. We created an identity to stand out and differentiate Nick from his competitors. We wanted to create aspiration around the brand showing the possibilities of design, pattern, colour and the materials working in the interior design sector. The quality of workmanship and care was key in the communication of the brand message. We reviewed many of the testimonials Nick received to affirm the high levels of customer service and we used these throughout the messaging to highlight his success and reputation.
Evolving The Identity
We looked at old pattern books of porcelain and stone tiles from the Victoria and Albert Museum, sketching and photographing the icons and patterns to see if any shapes worked as a starting point for the logo design. We also drew inspiration from a trip to Lisbon looking at the many tiled shop fronts and floors and the colours used in the heritage tile making processes and materials of the past.
We took an idea from a tile showing a repeat pattern which looked like a compass rose, illustrating navigation and direction, we thought this would translate into the brand story, navigating Nick’s customers through an unending range of colours, patterns and styles. We simplified the icons and added a sans serif, clean and modern typeface which represents elegance, simplicity and timelessness.
We developed a main brand colour palette and then a secondary palette which translated across ‘story’ icons for Nick’s instagram presence showing the various ranges and materials. We added a style guide for further brand development which showed the identity working across many touch points including van livery, uniforms and a range of printed materials.
Design Application
Once the brand and identity had been developed, polished and presented, we created the digital designs and worked with Tom our digital guru, to apply the website visuals which he used to build the site. We also designed icons to apply to the brand across the digital platform and the social media touch points.
The next step was to create the printed materials. The suite of stationery included business cards, letterheads and compliment slips. The business stationery also included digital letterheads and invoice templates and the marketing materials included clothing, printed brochures and van livery.
