18 August 2015
Shaun Westgate, Managing Director

Developing a unique brand 'look and feel'

Brand development mood board

When we develop a brand, a major part of this is creating a unique ‘look and feel’ that reflects the company's positioning in the market place. This always offers a great opportunity to create something truly unique that will give that business real standout.

We have been working with The Gallery, a hair and beauty salon for the past four years and it has recently been awarded Salon of the Year, beating off the likes of Toni and Guy. A big part of its success is due to the 'look and feel' of the brand that we created for them, giving them consistency and stand out from the competition.

We always approach creating a brand's ‘look and feel’ in a very creative and systematic way. The Gallery wanted to position itself as a high end fashion brand, so we created a mood board to reflect this. We presented this and got a very enthusiastic 'buy in' to this positioning.

Once we had this 'buy in', we knew we could create something truly unique that would give the salon real stand out.


The Gallery-Westgate

Next, we created a 'tone of voice’ mood board to act as the foundation for the brand ‘look and feel’. The choice of imagery here was key to reflecting the overall unique positioning of The Gallery. We focused on personality, quality and inspiration. The owner of The Gallery, Lorenzo, a very charismatic Italian believes passionately in quality and seamless delivery, so he features prominently in all our on and offline marketing material.

Another key component is the brand's creative originality and the sources of inspiration – not only the world around them but Italy of course. We developed a series of images reflecting this and even some more unlikely influences such as snorkelling underwater, the side of a church wall or even being in a greenhouse. When we presented this mood board, we again got total 'buy in' from The Gallery team and this then acted as the core foundation for creating all the marketing collateral.


The Gallery-Westgate

This final mood board is a great example of the brand in action and clearly demonstrates consistent application of the brand 'look and feel’ on a diverse range of marketing collateral. We are very proud of the work for The Gallery and it is a great example of the power of what we do.


If you are looking for forward-thinking brand development solutions, with real commercial impact online, please don't hesitate to get in touch with myself or one of the creative team here at Westgate: shaun@westgatecomms.com


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