Established 60+ years ago, Bremworth is New Zealand’s most trusted carpet brand.
The publicly listed company approached Lucas to transform the brand and communicate Bremworth’s natural journey.
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The discovery stage identified critical issues with the existing Cavalier Bremworth brand. The brand did not align with Bremworth’s desired new positioning. Stage scope: Competitive frame analysis, brand architecture, messaging, naming, media strategy and digital audit
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The design stage included a new brand identity for Bremworth. New print, digital, environment applications and messaging systems. Every consumer, investor and retail partner brand touch point was updated.
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Our creative supply chain was activated across a diverse range of projects - across two countries. We used an international creative supply chain network to directi video, TVCs, animations, tracks, SFX, photography, campaigns, concepts, animations, social content, material libraries, e-commerce platform development, digital media strategy, brand partnerships, location and prop sourcing, internal engagement programs, key messaging, packaging, signage and environments. Lucas’ creative direction of the brand is on-going.
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Scope: photographic and illustration libraries, out of house, print, digital and TVC campaigns, annual reports, environmental graphics, investor communication, retail POS, video content campaigns, social campaigns, EDMs, events, endorsement partnerships, engagement campaigns, AGMs announcements and distributor network communications.
Lucas worked directly with Telstra’s senior management to create a solution for ‘Project icon’. The project had previously been briefed into large consultancies.
After years nothing had been signed off. Lucas delivered signed off creative in less than one month. ‘Project Icon’ extended across across the entire organisation. We created digital screen assets for all Telstra products/and services. ‘Project Icon’ was extended into Telstra owned companies including BigPond, Foxtel, Yellow, White Pages, Trading Post, Sensis, Whereis, and Citysearch .
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‘World of Wool’ Quality certifier
An aspirational wool symbol designed to help the brand lift itself up to a new kind of ‘eco-premium’ positioning. As a likeable and engaging graphical device, the symbol acts as a brand certifier, or a symbol of quality to help us build out the broader wool and natural materials story.
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Bremworth Moments
Talent shoots focus on people interacting with carpet, in genuine personal ‘moments’.
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Bremworth Materials
Wool is in. Plastic is out. Bremworth is backing wool. Bremworth’s material images collection highlights the brands appreciation of New Zealand wool.
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Bremworth Spaces
Location shoots are strategically selected and curated to align with Bremworth’s design values. Locations typically feature quality natural raw materials. Objects within the space are contemporary and considered to compliment Bremworth carpets and rugs.
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Still Life Moodboards
A unique approach has been developed to showcase material. The art inspired moodboards explore relationships between wool and quality natural materials.
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White frame templates
The simple white frame device differentiates Bremworth brand communications. It’s flexible enough to apply to any brand touch point. The minimal design aesthetic compliments a wide range of content.
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Handmade, human and honest Illustrations
A simple hand drawn style has been developed to communicate product benefits. The style aligns with Bremworth natural positioning.
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Typographic tone of voice
We introduced a bold, graphical and distinct typographic style to offset the hand-scripted logo and confidently communicate messages. The upper case italic style modernised their message. It’s at its strongest with bold short, sharp sentences.
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Nomenclature
A naming system has been engineered for structured and strategic growth. The system considers the relationship between brands, symbols, products and services.
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Brand Colours
In most cases the logo will appear simply as black and white. Which, as well as being NZ’s unofficial national colours, it’s also functionally convenient and stands out across a range of images, and gives colourful imagery room to breathe.
Lucas worked directly with Telstra’s senior management to create a solution for ‘Project icon’. The project had previously been briefed into large consultancies.
After years nothing had been signed off. Lucas delivered signed off creative in less than one month. ‘Project Icon’ extended across across the entire organisation. We created digital screen assets for all Telstra products/and services. ‘Project Icon’ was extended into Telstra owned companies including BigPond, Foxtel, Yellow, White Pages, Trading Post, Sensis, Whereis, and Citysearch .
Lucas worked directly with Telstra’s senior management to create a solution for ‘Project icon’. The project had previously been briefed into large consultancies.
After years nothing had been signed off. Lucas delivered signed off creative in less than one month. ‘Project Icon’ extended across across the entire organisation. We created digital screen assets for all Telstra products/and services. ‘Project Icon’ was extended into Telstra owned companies including BigPond, Foxtel, Yellow, White Pages, Trading Post, Sensis, Whereis, and Citysearch .