Deakin & Francis
A 7th generation business producing some of the finest jewellery and accessories, all handmade in Birmingham’s Jewellery Quarter in the same factory it all started in 1786. Over time D&F have moved on from solely designing cufflinks and now create womens jewellery and a wide range of luxury home accessories.
The Brief
As is often the case, consistency is key and Deakin and Francis were keen to ensure there was an agreed approach and aesthetic across the business and brand. From agreeing the basics such as colour and type styling all the way to product photography and web design. They were looking at ways to cost effectively create a luxury brand look and feel, not easy with the huge range of products they have.
The Process
Clearly we weren’t going to rip up 237 years of history, so the logo was left alone other than a few refinements. Our focus was on creating design styles that could easily cross over platforms, show off product but also give a sense of the personality clearly visible in the product but lacking in past communications. Step 1, create a thorough brand Playbook.
A Playbook with a sense of history
This Playbook was slightly different as we not only mixed likes of tone of voice and values in with colours and type styles, but we also included some history behind the brand to back up the design choices we made.
Product campaigns
We have worked hard to ensure products are shown in creative ways, often to match their character. The products are fun but made with the finest gemstones and materials by hand. Our challenge is to get the perfect mix of character and luxury.
The stories being told are often product led, that said, the history and craft behind the products is a huge USP that we ensure is never forgotten.
Crafted brochures
This was as much about explaining the traditions of jewellery making as it was about the products. It’s this back story is a key part of supporting the cost of each item.
Website build
Taking on other peoples web builds is never an easy task, especially as it was as big as this one. We brought back a sense of luxury but it is constantly being involved to ensure the new brand look and feel flows through all parts of it.
The Result
We hope to continue to work closely with the D&F team and raise the game of D&F’s brand and communications and to align it to their product.
“We want our branding agency to work ‘with us’ on our journey in growing the awareness of Deakin & Francis across the world – an extension to our team. Big Helping do just that, bringing a fantastic blend of brand building experience, creativity and strategic thinking.”
Henry Deakin
Deakin & Francis Ltd