Sphere Living Design
Impress were commissioned to devise a consumer-facing brand for Sphere Living Design – a new Bristol-based designer furniture store launched in April 2011. The multidimensional project comprised a wide variety of work across both digital and traditional media.
We have spent three months devising the Sphere Living Design brand which builds on the client’s existing corporate identity, but which has been extensively re-styled for the high-end domestic market.
Corporate Identity
The first challenge was to create a contemporary logo and strap-line which mirrored the aspirations of the store itself and appealed to customers inspired by classic and contemporary designer furniture. A bold font was used to create a sense of strength and solidity with both ‘e’s’ distorted in lower case to add a touch of originality. A shimmering metallic grey contrasts with the vibrant colours of the three dots. The ‘Living Design’ strap-line perfectly describes the very essence of the brand as it links the concepts of exquisite design manifest in the furniture itself, with the lifestyle themes implied by the word ‘Living’. Only two words maybe, but joined together they really do extol the characteristics of a target audience inspired by inspirational design and contemporary living.
Direct Mail Campaign
To launch the store we devised a direct mail campaign whereby 25,000 folded A3 posters were delivered to specific ‘premium’ postcodes in Bath and Bristol. The poster featured the profiles of leading furniture designers (past and present) to give the recipients a flavour of the product’s heritage and provenance. Charles & Ray Eames, Arne Jacobsen and George Nelson et al have achieved iconic status and it is this which sets Sphere’s products apart from their competitors. The reverse of the poster featured selected product information, an exclusive invitation to the store and a 10% discount voucher. Numerous potential new customers have visited the store clutching their copy of the poster, illustrating the success of the direct mail campaign.
Launch Party
Over 100 guests attended the Sphere launch party having responded to a personalised invitation sent via post. A web-based RSVP mechanism enabled guests to confirm their attendance online which allowed the client to accurately manage catering requirements and footfall. In addition to leading industry figures, friends and family, various representatives of the local media were also in attendance, plus a photographer from Clifton Life.
Advertising Campaign
Impress designed a series of full page ads, negotiated budgets and secured high-profile positioning, plus PR exposure, with a variety of leading publications including Bath Life, Clifton Life, The Bristol Magazine, RWA’s Art Magazine and Elle Decoration. Professional media management ensured Sphere achieved both best value and maximum impact from the advertising campaign.
PR Campaign
Press packs were produced in hard copy and digital formats for distribution to an extensive database of magazines, newspapers and blogs. Press releases, images, logos and examples of
promotional material were all included in the press packs which have already generated considerable interest among journalists and editors. Editorial features, shop profiles and product placements have already been secured in a variety of publications, ensuring that the Sphere Living Design brand will feature prominently in the media over the summer months and beyond.
Website
The Sphere Living Design website has been designed to provide visitors with an easy to use online shopping experience. A range of inspiring products are featured, plus information about the actual furniture designers themselves and latest news about the brand. The website has a comprehensive back office system that enables the client to add new products and general content themselves. It has also been optimised for Google and other major search engines to ensure it appears in prominent positions for relevant keywords.
Project Conclusion
The Sphere Living Design store in Bristol is already established as a retail destination and has added a distinctive sense of style to the Clifton area. Customers are plentiful and interest
among the local business community has also been extremely gratifying. Impress is delighted with the success of the launch project and is looking forward to propelling the Sphere Living Design brand to wider audiences both on the high street and online.
