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Duncan Reeds is a leading provider of high-quality laminate products and related services to customers in Britain and overseas. However, their image at the time was dated and no longer reflected the professional quality and nature of their work. To ensure that their image accurately reflected the solid reputation that they wanted to convey to the world, the team at Duncan Reeds approached Madison in search of a responsive, CMS-based website. However, they also wanted to ensure that the site was developed with ease of use for staff administrators in mind, as an intuitive site would minimise time spent contacting web developers and allow for on-the-fly content changes after WordPress training.
DeliverablesArt Direction - Digital Design - CRM - Web Development
Clients:Duncan Reeds
260Conversations and guidance results
With the end goal of delivering a fully bespoke website featuring new branding and a unique piece of video content in mind, the Madison team worked closely with the Duncan Reeds team at every step of the process to ensure that all deliverables were built on a solid foundation of understanding and were able to meet the desired outcomes. Starting with the creation of a bespoke logo and associated branding, our team carefully crafted a more modern image for the brand that could be easily rolled out across various platforms and projects. Our team orchestrated and provided art direction services for the video, which featured behind-the-scenes shots of production techniques, and we helped to ensure the video could be used on the client’s home page and in other promotional content. Additionally, we designed and created a custom PDF brochure page to help Duncan Reeds showcase what they do best.
Duncan Reeds have a stamp of quality and approval on their products signifying their high standards. We wanted to showcase this across the brand by incorporating the endorsement into a graphic that could be used to show a stamp of approval across all marketing and branding.
Being used cohesively across branded materials and marketing reinforces the company’s high standard and work ethic. Using metallic print and finish on cards, stationery and clothing utilises the rich texture of the gold and silver to enhance the identity message and reinforce the strength of the company.
Printed material has been designed to reflect the company and its ethos. The message is bold, confident and earnest. This is reflected in the style and positioning of the typography, photography, colours, and icon arrangement.
With a fleet of lorries traveling the length and breadth of the country, from their warehouses in Sussex and Manchester, it was imperative that the companies message was clear and on-point. Having the iconography in a clear prominent position draws attention to the message, and is quite hard to miss on a large surface such as a lorry.
Transitioning the brands imagery, colour scheme, typography, graphics and message of quality into a modern medium needed balance. Styled imagery came to life via a video illustrating Duncan Reeds employees at work, alongside a bold typographical message. Understanding the digital audience was important for us to fully showcase the business and achieve a successful interaction. The brand identity’s core message is maintained through the distinctive editorial style, colours and imagery.
The arrangement of the brand’s assets create an engaging and well balanced digital experience, using contemporary practices of UX design and development.
The printed and digital message is cohesive. Achieved by using the brand identity’s foundation in an innovative manner. We are confident that the result of this project has the longevity and brand strength to support Duncan Reeds growth, help the manufacturer stand out and be remembered.
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