We needed to understand who William's current and future audience were. We wanted to achieve differentiation for the brand without alienating his current clients.
Working with William we defined three key personas who would use his services, each with their own unique wants and needs.
In our discovery session with William we created a list of keywords which described his brand, we boiled these down to "Creative Luxury"
We also recognised that the tailors shears are a key tool of the trade. These beautiful objects are often placed in tailor’s hands at 16 and stay with them until they retire. Traditionally, they are passed from tailor to tailor. This exchange usually takes place when a tailor retires. He or she will then give them to a tailor at the start of theirs. It’s a life-long relationship and one steeped in tradition.
With insights from our discovery sessions, we created a colour palette that would appeal to a design savvy audience that also felt comfortable to the more conservative established client base.
The fontset was chosen to reflect the inherently British heritage of Williams trade with a contemporary edge.
Tautz is a modern take on the serif font, designed by Northern Block, a UK based type foundry. It has sharp serifs to mirror the shears and yet still feels contemporary.
Montserrat is a nod to the beauty of urban typography, it was chosen for it's clean structure with large x-heights to improve readability.
We worked closely with Gary Smith to create a range of hero images to set the tone and be used across the website. Along with the hero image of William's own shears, we created a series of detail shots.
We worked up a few implementations of Williams brand including a repeat pattern.
Working from our initial strategy with William we created a detailed site map, followed by wireframes and then final designs in Adobe XD.
Once these were signed off we developed a fully mobile responsive website on the Webflow platform.
"Scott has been fantastic to work with. He completely understood the look and feel I was going for and really made me think about how a logo represents a brand and speaks to the target customer. I'm very happy with the results."
Design without strategy is simply decoration.
